Customer intelligence : from data to dialogue

著者

書誌事項

Customer intelligence : from data to dialogue

Seán Kelly

John Wiley, c2006

大学図書館所蔵 件 / 全10件

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注記

Includes index

内容説明・目次

内容説明

Developed from the authors' experience working with firms seeking to build better business intelligence, The Customer Information Wars is concerned with who will own and control information about customers and who will develop the best skills and capabilities to exploit it for competitive advantage. At its core, it attempts to explain why the "age of information" has failed to live up to its own hype of specialization, personalization over homogenization, and consistently satisfying customers.

目次

Foreword by Malcolm McDonald xi Acknowledgements xiii Introduction xv Part I The Decade of Customer Information Exploitation: 1990-2000 1 Chapter 1 The Concept of Customer Intelligence: From Product to Customer 3 Chapter 2 Achieving an Intelligence Capability: From Data to Knowledge 37 Chapter 3 The Eclipse of Mass Marketing: From Many to One 77 Chapter 4 Achieving Segmentation and Differentiation: From Fuzzy to Focused 105 Part II The Decade of Customer Information Exchange: 2000-2010 129 Chapter 5 The Collapse of Time: From Lapsed to Real 131 Chapter 6 Customer Privacy and Confidentiality: From Surveillance to Permission 155 Chapter 7 Closing the Loop: From Monologue to Dialogue 185 Chapter 8 The New Practice of Marketing: From Selling to Buying 203 Notes 229 Index 237

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