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

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

by Alison Bond (Contributor), Merlin Stone (Author), Bryan Foss (Contributor), Merlin Stone (Author), Bryan Foss (Contributor), Alison Bond (Contributor)

  • Used

    Illustrated 2004

    $3.25
Synopsis

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

$3.25

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More Information

Format: Illustrated
 Pages: 304
 Edition: 1
 Publisher: Kogan Page
Published: 10 Jan 2004
ISBN 10: 0749442921
ISBN 13: 9780749442927
Book Overview: Provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on.

Media Reviews
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
Author Bio
Bryan Foss Bryan Foss is Customer Loyalty Solutions Executive within IBM Global Financial Services, currently leading an IBM business providing and integrating application-based CRM solutions for Financial Services companies worldwide. Typical B2C and B2B projects have included pragmatic customer management consulting, data warehouse & marketing database build, data analysis and data mining, and integrated customer campaign communications, including contact centre, web and mobile e-business. Bryan works primarily with key insurance and financial services companies globally, including large and innovative companies, composites and new directs. Prior to his global market management and solution development and delivery role, Bryan was responsible for IBM`s business relationship with the Prudential Corporation, world-wide, over a 6 year period. Previous experience in financial services also included a similar period working as IBM`s technical management contact with American Express Card and Travel services, supporting all non-US operations. Qualifications include an Executive MBA from London City University Business School focused on financial services marketing & CRM, Chartered Marketer and Fellow of the Chartered Institute of Marketing (CFCIM), Post Graduate Diploma in Marketing (DipM), Chartered Engineer (C Eng. Information Systems) & Member of the British Computer Society (MBCS), with Certified Diploma in Accounting and Finance (C Dip AF. Certified Accountancy). Bryan has represented IBM on the MBA advisory boards of City and Surrey Universities, is IT editor of the Journal of Financial Services Marketing and a co-author of the Policy Publications 'Close to the Customer' executive briefing series & Financial Times CRM report. Bryan contributed the Systems & Data chapter to the previously mentioned book Up close and personal? - CRM@work' and is a frequent presenter at CRM and Financial Services conferences in the UK and elsewhere.