how to use data and market research to get closer to your customer /
First Statement of Responsibility
[edited by] Merlin Stone, Alison Bond & Bryan Foss
.PUBLICATION, DISTRIBUTION, ETC
Place of Publication, Distribution, etc.
Sterling, Va. :
Name of Publisher, Distributor, etc.
Kogan Page,
Date of Publication, Distribution, etc.
c2004
PHYSICAL DESCRIPTION
Specific Material Designation and Extent of Item
xv, 288 p. :
Other Physical Details
ill. ;
Dimensions
24 cm
SERIES
Series Title
Market research in practice
INTERNAL BIBLIOGRAPHIES/INDEXES NOTE
Text of Note
Includes bibliographical references and index
CONTENTS NOTE
Text of Note
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