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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
Book Description
Provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on.
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First Sentence
This is not just another book about market research, or about customer relationship management - although it has much say about both. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
This is not just another book about market research, or about customer relationship management - although it has much say about both. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Format:Paperback
This book is the first to bring these two disciplines together. To achieve real consumer insights both are required, but required to work together (which they rarely do). The case studies in this book show how best practices are applied across different industries and throughout the world, using not only the latest techniques but also widely available tools. Reading this book can save you learning the hard way - gain years of insight and personal experience the fast way.
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