Consumer insight : how to use data and market research to get closer to your customer / [edited by] Merlin Stone, Alison Bond & Bryan Foss.
Contributor(s): Stone, Merlin
| Bond, Alison | Foss, Bryan.
Material type: 
TextSeries: Market research in practice series: Publisher: London ; Sterling, Va. : Kogan Page, c2004Bibliography: Includes bibliographical references and index.Description: xv, 288 p. : ill. ; 24 cm.ISBN: 0749442921; 9780749442927.Subject(s): Customer relations -- Management | Marketing research | Database marketingDDC classification: 658.8/34 Online resources: Table of contents | Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Two Weeks | Davenport Library Circulating Collection | Print-Circulating | 658.834 C766 (Browse shelf(Opens below)) | Available | 34284003300126 |
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Includes bibliographical references and index.
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.
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