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Title Consumer insight : how to use data and market research to get closer to your customer / [edited by] Merlin Stone, Alison Bond & Bryan Foss.

Imprint London ; Sterling, Va. : Kogan Page, ©2004.


Location Call No. OPAC Message Status
 Axe Books 24x7 Business E-Book  Electronic Book    ---  Available
Description 1 online resource (xv, 288 pages) : illustrations.
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
data file rda
Series Market research in practice
Market research in practice series.
Bibliography Includes bibliographical references and index.
Contents Introduction -- What is database marketing? -- Using the database -- How customer care and database marketing use customer insight -- Customer relationship management (CRM) -- Consumer insight and market research -- Analysing consumer data to get insight -- Using consumer insight in developing and retaining consumers -- Sharing consumer insight -- partnerships and loyalty schemes -- Privacy, risk, and good and bad consumers -- Consumer insight systems -- Organizing and managing consumer insight.
Summary Consumer Insight provides market researchers with knowledge of database marketing and Customer Relationship Marketing techniques. It comprehensively covers the classic areas that marketers focus on: knowing who and where your customers are, what they do, what they buy and what they would like to buy. It also explores how customers' thoughts, feelings, objectives and strategies influence their behaviour. The book also explains how companies gain insight into their customers by managing and using their customer data correctly. Packed with the latest models, tools and research, it provides a great opportunity for market researchers to improve their knowledge of database marketing and CRM, and how they relate to market research. Readers will gain an understanding of what customer management actually is, what information is used, and how this information needs to be planned to support customer management.
Language English.
Subject Customer relations -- Management.
Marketing research.
Database marketing.
Relations avec la clientèle -- Gestion.
Marketing -- Recherche.
Bases de données -- Marketing.
BUSINESS & ECONOMICS -- Marketing -- Research.
Customer relations -- Management. (OCoLC)fst00885539
Database marketing. (OCoLC)fst00888055
Marketing research. (OCoLC)fst01010284
Genre/Form Electronic books.
Electronic book.
Added Author Stone, Merlin, 1948-
Bond, Alison.
Foss, Bryan.
Other Form: Print version: Consumer insight. London ; Sterling, Va. : Kogan Page, ©2004 0749442921 (DLC) 2004014622 (OCoLC)55738135
ISBN 0749442921
1423708806 (electronic bk.)
9781423708803 (electronic bk.)
1598758225 (electronic bk. ; Adobe Reader)
9781598758221 (electronic bk. ; Adobe Reader)
Standard No. AU@ 000042614767
AU@ 000053220043
AU@ 000053229102
DEBBG BV044082056
DEBSZ 396075150
NZ1 11776114
NZ1 12021797
UNITY 056796102

Available items only