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

Merlin Stone , Bryan Foss , Alison Bond
5.0 out of 5 stars  See all reviews (1 customer review)
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Book Description

8 Oct 2004 Market Research in Practice

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


Frequently Bought Together

Consumer Insight: How to Use Data and Market Research to Get Closer to Your Customer (Market Research in Practice) + Statistics for Marketing and Consumer Research
Price For Both: £42.84

Buy the selected items together
  • Statistics for Marketing and Consumer Research £22.99


Product details

  • Paperback: 288 pages
  • Publisher: Kogan Page (8 Oct 2004)
  • Language: English
  • ISBN-10: 0749442921
  • ISBN-13: 978-0749442927
  • Product Dimensions: 22.1 x 17 x 2.8 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 279,320 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

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.

Inside This Book (Learn More)
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
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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10 of 11 people found the following review helpful
5.0 out of 5 stars Combine market research and database analytics ! 11 Oct 2005
By A Customer
Format:Paperback|Verified Purchase
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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