Consumer Insight: How to Use Data and Market Research to Get Closer to Your Customer (Market Research in Practice)

Stone, Merlin and Foss, Bryan and Bond, Alison

ISBN 10: 0749442921 / ISBN 13: 9780749442927

Published by Kogan Page, 2004

About this Item

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Bibliographic Details

• Title: Consumer Insight: How to Use Data and Market Research to Get Closer to Your Customer (Market Research in Practice)
• Publisher: Kogan Page
• Publication Date: 2004
• Language: English
• ISBN 10: 0749442921
• ISBN 13: 9780749442927
• Binding: Paperback
• Condition: Used; Very Good

About this title

Synopsis

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

About the Authors

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.

Bryan Foss is Customer Centricity Solutions Executive within IBM Global Financial Services, currently leading an IBM business providing and integrating application-based CRM solutions for Financial Services companies worldwide. Foss works primarily with key insurance and financial services companies globally, including large and innovative companies, composites and new directs. Prior to his global market management and solution development and delivery role, Bryan was responsible for IBM's business relationship with the Prudential Corporation, worldwide, over a 6-year period. Previous experience in financial services also included a similar period working as IBM's technical management contact with American Express Card and Travel services, supporting all non-US operations.