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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): Material type: TextTextSeries: Market research in practice seriesPublisher: London ; Sterling, Va. : Kogan Page, [2004]Copyright date: ©2004Description: xv, 288 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0749442921
  • 9780749442927
Subject(s): DDC classification:
  • 658.834 22
LOC classification:
  • HF5415.5 .C6625 2004
Contents:
Introduction / Merlin Stone, Bryan Foss, Alison Bond and Steve Wills -- 1. What is database marketing? / Merlin Stone, Alison Bond, Bryan Foss and Mark Patron -- 2. Using the database / Merlin Stone, Alison Bond and Bryan Foss -- 3. How customer care and database marketing use customer insight / Merlin Stone, Alison Bond and Bryan Foss -- 4. Customer relationship management (CRM) / Merlin Stone, Alison Bond, Bryan Foss, Neil Woodcock and Jennifer Kirkby -- 5. Consumer insight and market research / Merlin Stone, Alison Bond, Clive Nancarrow and Sharon Rees -- 6. Analysing consumer data to get insight / Merlin Stone, Bryan Foss, David Selby and Julie Abbott -- 7. Using consumer insight in developing and retaining consumers / Merlin Stone, Clive Nancarrow, Bryan Foss, Alison Bond and Nick Orsman -- 8. Sharing consumer insight - partnerships and loyalty schemes / Merlin Stone, David Bearman, Alan Tapp, Stephan A. Butscher, Paul Crick, David Gilbert, Tess Moffett and Nick Orsman -- 9. Privacy, risk, and good and bad consumers / Merlin Stone, Bryan Foss, Alison Bond, Martin Hickley and Nick Orsman -- 10. Consumer insight systems / Merlin Stone, Julie Abbott, Bryan Foss, Paul McDaid and Doug Morrison -- 11. Organizing and managing consumer insight / Merlin Stone, Bryan Foss, Bryan Hassett, Alison Bond and Ronel Schoeman -- App. The Market Research Society Code of Conduct.
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Includes bibliographical references and index.

Introduction / Merlin Stone, Bryan Foss, Alison Bond and Steve Wills -- 1. What is database marketing? / Merlin Stone, Alison Bond, Bryan Foss and Mark Patron -- 2. Using the database / Merlin Stone, Alison Bond and Bryan Foss -- 3. How customer care and database marketing use customer insight / Merlin Stone, Alison Bond and Bryan Foss -- 4. Customer relationship management (CRM) / Merlin Stone, Alison Bond, Bryan Foss, Neil Woodcock and Jennifer Kirkby -- 5. Consumer insight and market research / Merlin Stone, Alison Bond, Clive Nancarrow and Sharon Rees -- 6. Analysing consumer data to get insight / Merlin Stone, Bryan Foss, David Selby and Julie Abbott -- 7. Using consumer insight in developing and retaining consumers / Merlin Stone, Clive Nancarrow, Bryan Foss, Alison Bond and Nick Orsman -- 8. Sharing consumer insight - partnerships and loyalty schemes / Merlin Stone, David Bearman, Alan Tapp, Stephan A. Butscher, Paul Crick, David Gilbert, Tess Moffett and Nick Orsman -- 9. Privacy, risk, and good and bad consumers / Merlin Stone, Bryan Foss, Alison Bond, Martin Hickley and Nick Orsman -- 10. Consumer insight systems / Merlin Stone, Julie Abbott, Bryan Foss, Paul McDaid and Doug Morrison -- 11. Organizing and managing consumer insight / Merlin Stone, Bryan Foss, Bryan Hassett, Alison Bond and Ronel Schoeman -- App. The Market Research Society Code of Conduct.

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