Consumer insight how to use data and market research to get closer to your customer
Title:
Consumer insight how to use data and market research to get closer to your customer
Author:
Stone, Merlin, 1948-
ISBN:
9780749442927
9781423708803
9781598758221
Publication Information:
London ; Sterling, Va. : Kogan Page, c2004.
Physical Description:
1 online resource (xv, 288 p.) : ill.
Series:
Market research in practice
Market research in practice series.
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.
Subject Term:
Genre:
Electronic Access:
EBSCOhost http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=130564