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Consumer Insight: How to Use Data and Market Research to get Closer to Your Customer (Market Research in Practice Series) - Softcover
Synopsis
""Consumer Insight"" provides market researchers with knowledge of database marketing and CRM techniques. It explains what database marketing is and covers the classic areas that marketers tend to focus on, such as: knowing who your customers are, what they do, where they are, what they buy and what they would like to buy. It explores the psychological areas too - what customers think and feel, what their objectives and strategies are and how these influence how they behave. The title also explains how to manage this process, and how companies gain insight into their customers by managing and using their customer data correctly.
"synopsis" may belong to another edition of this title.
About the Author
Merlin Stone is IBM Professor of Relationship Marketing at Bristol Business School, University of the West of England. He is Business Research Leader with IBM's Business Consulting Services and author of over twenty books on marketing & customer service, including Up Close & Personal, CRM @ Work, Successful Customer Relationship Marketing, CRM in Financial Services and The Customer Management Scorecard, all published by Kogan Page.
Review
"Provides precise definitions of fundamental concepts... enables readers to focus on substantive issues rather than on the conceptual ambiguity that has plagued the field since its inception." Journal of Marketing Research "A significant new book focused on what to do with data and marketing research to extract optimal intelligence. The authors provide a much-needed guide to help you understand the analytic parameters of data and marketing (customer) information and offer welcome advice to companies that are being asked to leverage critical information assets and investments." www.longwoods-intl.com "Explains how a company or organization can use consumer insight to improve or transform its marketing and customer service." Journal of Economic Literature "Casts a wide net, looking beyond the "mere" measurement of satisfaction and exploring how customer insights are obtained." Quirk's Marketing Research Review "The Market Research in Practice series are excellent publications. They offer students the opportunity to study core topics separately and in depth." Graham Webb, Senior Programmes Manager, Marketing, Sales & Retail, Park Lane College, UK "A wonderful tool for those working to make the most of their customer data, this book could prove to be essential in the competitive world of consumer retention." Export Guide
"About this title" may belong to another edition of this title.
- PublisherKogan Page Business Books
- Publication date2004
- ISBN 10 0749442921
- ISBN 13 9780749442927
- BindingPaperback
- LanguageEnglish
- Number of pages256
- Rating
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Consumer Insight: How to Use Data and Market Research to Get Closer to Your Customer (Market Research in Practice)
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Consumer Insight: How to Use Data and Market Research to Get Closer to Your Customer (Market Research in Practice)
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Consumer Insight : How to Use Data and Market Research to Get Closer to Your Customer
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Consumer Insight : How to Use Data and Market Research to Get Closer to Your Customer
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Consumer Insight: How to Use Data and Market Research to Get Closer to Your Customer (Market Research in Practice)
Published by
Kogan Page Ltd, United Kingdom, London, 2004
ISBN 10: 0749442921
ISBN 13: 9780749442927
Used
Paperback
Seller: WorldofBooks, Goring-By-Sea, WS, United Kingdom
Seller rating 5 out of 5 stars
Paperback. Condition: Very Good. Part of the Market Research in Practice series - essential guides for the burgeoning Market Research Society training and qualifications programme. Written by leading experts on database marketing, customer service and Customer Relationship Marketing (CRM), Consumer Insight provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on: knowing who and where 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 by managing and using their customer data correctly. Packed with the latest models, tools and research findings, 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. Key content includes: what is database marketing? how do customer care and database marketing use consumer insight? consumer insight and marketing research analysing consumer data development and retention of customers data protection, risk, good and bad consumers consumer insight systems managing consumer insight. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Seller Inventory # GOR002108194
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Consumer Insight: How to Use Data and Market Research to Get Closer to Your Customer (Market Research in Practice)
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Consumer Insight : How to Use Data and Market Research to Get Closer to Your Customer
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Consumer Insight : How to Use Data and Market Research to Get Closer to Your Customer
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Consumer Insight: How to Use Data and Market Research to Get Closer to Your Customer
Published by
Kogan Page Business Books, 2004
ISBN 10: 0749442921
ISBN 13: 9780749442927
Used
Softcover
Seller: Hamelyn, Madrid, Spain
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Condition: Como nuevo. : Este libro proporciona a los investigadores de mercado el conocimiento de las técnicas de marketing de bases de datos y CRM. Explica qué es el marketing de bases de datos y cubre las áreas clásicas en las que los profesionales del marketing tienden a centrarse, como conocer quiénes son sus clientes, qué hacen, dónde están, qué compran y qué les gustaría comprar. También explora las áreas psicológicas: qué piensan y sienten los clientes, cuáles son sus objetivos y estrategias y cómo influyen estos en su comportamiento. El título también explica cómo gestionar este proceso y cómo las empresas obtienen información sobre sus clientes gestionando y utilizando correctamente sus datos de clientes. EAN: 9780749442927 Tipo: Libros Categoría: Negocios y Economía Título: Consumer Insight: How to Use Data and Market Research to Get Closer to Your Customer Autor: Merlin Stone| Bryan Foss| Alison Bond Editorial: Kogan Page Idioma: en Páginas: 308 Formato: tapa blanda. Seller Inventory # Happ-2023-12-20-c3247da4
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Consumer Insight: How to Use Data and Market Research to Get Closer to Your Customer
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Condition: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In good all round condition. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,550grams, ISBN:9780749442927. Seller Inventory # 9314336
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