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
Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
Bryan Foss is an independent non-executive director (NED), board level adviser, mentor and Visiting Professor. The majority of his work is in board governance and risk management (including operational, systems and data risks), also Business-to-Business marketing and sales, including international Key Account and partner management, SMB marketing and through-the-value-chain distribution management to employees and consumers. Bryan has a combination of commercial, regulatory, academic and professional roles, he is also an active board mentor for a very wide variety of organisations and individuals.
Introduction
Merlin Stone, Bryan Foss, Alison Bond and Steve Wills
Introduction; The professional domain of consumer insight; Managing consumer insight; Customers and consumers; Keeping consumers and stakeholders happy - from research, through measurement, to management; Insight and knowledge management; Consumer insight and marketing transformation; Organization of this book
1. What is database marketing?
Merlin Stone, Alison Bond, Bryan Foss and Mark Patron
Introduction; Channels for managing consumers directly; How database marketing works; Planning your database marketing activity; Future value of consumers; Applications of the consumer database; What a consumer database is and why we need it; How a database is used; Factors that have helped database marketing grow so fast; The strengths of database marketing; How a database works; Data quality and maintenance; Merging and purging data Doing it yourself or outsourcing; Using a database in practice; Conclusion
2. The uses of database marketing
Merlin Stone, Alison Bond and Bryan Foss
Applications of database marketing; Strategic issues; Who uses the consumer database - and how; The demand for database marketing; The supply of database marketing services; Conclusions
3. How customer care and database marketing use customer insight
Merlin Stone, Alison Bond and Bryan Foss
Database marketing and customer care; The meaning of customer care; How database marketers use consumer insight - starting with the offer; How choice of media requires consumer insight; Conclusion
4. Customer relationship management (CRM)
Merlin Stone, Alison Bond, Bryan Foss, Neil Woodcock and Jennifer Kirkby
A variety of definitions; Managing the relationship in stages; Why CRM is important or at least useful; A model of CRM; How CRM is evolving today; Performance is disappointing; Where next for CRM?; Customer experience management; Making the strategic shift to CRM/CEM; Conclusions
5. Consumer insight and market research
Merlin Stone, Alison Bond, Clive Nancarrow and Sharon Rees
Introduction; Segmentation; How to define segments; Using market research in CRM; Understanding consumers; Main research techniques used in gaining consumer insight; The 10 key CRM questions; The research process; Applying market research to customer base analysis; Conclusions; Call to action
6. Analyzing consumer data to get insight
Merlin Stone, Bryan Foss, David Selby and Julie Abbott
Conclusions on the deployment of analysis; Advanced data analysis; Data mining; Where data mining is today
7. Using consumer insight in developing and retaining consumers
Merlin Stone, Clive Nancarrow, Bryan Foss, Alison Bond and Nick Orsman
The problem; Cross-selling; Customer retention; The concept of loyalty; The research programme; Conclusions
8 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
Ways of sharing consumer insight; Loyalty schemes; What customer loyalty schemes involve managerially; How some leading retailers are managing their loyalty schemes; Conclusions
9. Privacy, risk, and good and bad consumers
Merlin Stone, Bryan Foss, Alison Bond, Martin Hickley and Nick Orsman
Introduction; Who good consumers are; Who bad consumers are; Prediction of good and bad; The portfolio approach; Social, political and legal issues; Ethical issues; The Internet, trust and all that; How consumers feel about these issues; What the law says; Improving the quality of consumer data management so as to comply with requirements; Guidelines for data protection; Conclusions
10. Consumer insight systems
Merlin Stone, Julie Abbott, Bryan Foss, Paul McDaid and Doug Morrison
The history; A sense of perspective; How technology opens up new opportunities; Data warehousing, decision science and data analysis; Integration; E-business infrastructure; What has been learnt from implementing new technology; What the future holds
11. Organizing and managing consumer insight
Merlin Stone, Bryan Foss, Bryan Hassett, Alison Bond and Ronel Schoeman
The people involved in managing and using consumer insight; Managing consumer insight staff; Conclusions
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
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Condizione: Como nuevo. : Este libro proporciona a los investigadores de mercado el conocimiento de las técnicas de marketing de bases de datos y CRM. Explica qué es el marketing de bases de datos y cubre las áreas clásicas en las que los profesionales del marketing tienden a centrarse, como conocer quiénes son sus clientes, qué hacen, dónde están, qué compran y qué les gustaría comprar. También explora las áreas psicológicas: qué piensan y sienten los clientes, cuáles son sus objetivos y estrategias y cómo influyen estos en su comportamiento. El título también explica cómo gestionar este proceso y cómo las empresas obtienen información sobre sus clientes gestionando y utilizando correctamente sus datos de clientes. EAN: 9780749442927 Tipo: Libros Categoría: Negocios y Economía Título: Consumer Insight: How to Use Data and Market Research to Get Closer to Your Customer Autor: Merlin Stone| Bryan Foss| Alison Bond Editorial: Kogan Page Idioma: en Páginas: 308 Formato: tapa blanda. Codice articolo Happ-2023-12-20-c3247da4
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Paperback. Condizione: Very Good. Consumer Insight: How to Use Data and Market Research to Get Closer to Your Customer (Market Research in Practice) This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Codice articolo 7719-9780749442927
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Paperback. Condizione: Very Good. 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. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Codice articolo GOR002108194
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