Consumer Insight : How to Use Data and Market Research to Get Closer to Your Customer

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· 제목 : Consumer Insight : How to Use Data and Market Research to Get Closer to Your Customer (Paperback)
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9780749442927
· 쪽수 : 288쪽
· 출판일 : 2004-10-08

- 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