Consumer insight : how to use data and market research to get closer to your customer
著者
書誌事項
Consumer insight : how to use data and market research to get closer to your customer
（Market research in practice series）
Kogan Page, 2004
大学図書館所蔵 全13件
注記
Includes bibliographical references and index
内容説明・目次
内容説明
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
目次
- Chapter - 00: Introduction - Merlin Stone, Bryan Foss, Alison Bond and Steve Wills
- Chapter - 01: What is database marketing? - Merlin Stone, Alison Bond, Bryan Foss and Mark Patron
- Chapter - 02: Using the database - Merlin Stone, Alison Bond and Bryan Foss
- Chapter - 03: How customer care and database marketing use customer insight - Merlin Stone, Alison Bond and Bryan Foss
- Chapter - 04: Customer relationship management (CRM) - Merlin Stone, Alison Bond, Bryan Foss, Neil Woodcock and Jennifer Kirkby
- Chapter - 05: Consumer insight and market research - Merlin Stone, Alison Bond, Clive Nancarrow and Sharon Rees
- Chapter - 06: Analysing computer data to get insight - Merlin Stone, Bryan Foss, David Selby and Julie Abbott
- Chapter - 07: Using consumer insight in developing and retaining consumers - Merlin Stone, Clive Nancarrow, Bryan Foss, Alison Bond and Nick Orsman
- Chapter - 08: 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
- Chapter - 09: Privacy,risk, and good and bad consumers - Merlin Stone, Bryan Foss, Alison Bond, Martin Hickley and Nick Orsman
- Chapter - 10: Consumer insight systems - Merlin Stone, Julie Abbott, Bryan Foss, Paul McDaid and Doug Morrison
- Chapter - 11: Organizing and managing consumer insight - Merlin Stone, Bryan Foss, Bryan Hassett, Alison Bond and Ronel Schoeman
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