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.
|
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Marketing research.
|
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Database marketing.
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Author |
Stone, Merlin, 1948-
|
|
Bond, Alison.
|
|
Foss, Bryan.
|
LC no. |
2004014622 |
ISBN |
0749442921 |
|