Consumer Insight: How to Use Data and Market Research to Get Closer to Your Customer (Market Research in Practice)
| Author | : | |
| Rating | : | 4.55 (541 Votes) |
| Asin | : | 0749442921 |
| Format Type | : | paperback |
| Number of Pages | : | 256 Pages |
| Publish Date | : | 2017-01-26 |
| Language | : | English |
DESCRIPTION:
Merlin Stone is IBM Professor of Relationship Marketing at Bristol Business School, University of the West of England. . He is Business Research Leader with IBM's Business Consulting Services and author of over twenty books on marketing & customer service, including Up Close & Personal, CRM @ Work, Successful Customer Relationship Marketing, CRM in Financial Services and The Customer Management Scorecard, all p
It explores the psychological areas too - what customers think and feel, what their objectives and strategies are and how these influence how they behave. ""Consumer Insight"" provides market researchers with knowledge of database marketing and CRM techniques. The title also explains how to manage this process, and how companies gain insight into their customers by managing and using their customer data correctly.. It explains what database marketing is and covers the classic areas that marketers tend to focus on, such as: knowing who your customers are, what they do, where they are, what they buy and what they would like to buy
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." longwoods-intl "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 m