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Book

Title Consumer insight : how to use data and market research to get closer to your customer / Merlin Stone, Alison Bond & Bryan Foss
Published Sterling, Va. : Kogan Page, 2004

Copies

Location Call no. Vol. Availability
 MELB  658.834 Sto/Cih  AVAILABLE
Description xv, 288 pages ; 24 cm
Series Market research in practice series
Market research in practice series.
Contents Introduction -- What is database marketing? --Using the database -- How customer care and database marketing use customer insight -- Customer relationship management (CRM) -- Consumer insight and market research -- Analyzing consumer data to get insight -- Using consumer insight in developing and retaining consumers -- Sharing consumer insight - partnerships and loyalty schemes -- Privacy, risk, and good and bad consumers -- Consumer insight systems -- Organizing and managing consumer insight
Notes Includes index
Bibliography Includes bibliographical references and index
Subject Customer relations -- Management.
Marketing research.
Database marketing.
Author Stone, Merlin, 1948-
Bond, Alison.
Foss, Bryan.
LC no. 2004014622
ISBN 0749442921