Consumer Insight – How to Use Data and Market Research to Get Closer to Your Customer
Autor Merlin Stone, Bryan Foss, Alison Bonden Limba Engleză Paperback – 7 oct 2004
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Specificații
ISBN-13: 9780749442927
ISBN-10: 0749442921
Pagini: 288
Ilustrații: 1
Dimensiuni: 156 x 234 x 16 mm
Greutate: 0.51 kg
Editura: Kogan Page
Locul publicării:United Kingdom
ISBN-10: 0749442921
Pagini: 288
Ilustrații: 1
Dimensiuni: 156 x 234 x 16 mm
Greutate: 0.51 kg
Editura: Kogan Page
Locul publicării:United Kingdom
Notă biografică
Merlin Stone, Bryan Foss, Alison Bond
Cuprins
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
8Sharing 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
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
8Sharing 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