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Book Description

ISBN-0749442921

“Consumer Insight” provides market researchers with knowledge of database marketing and CRM techniques.

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
• What they would like to buy.

It explores the psychological areas too:

• What customers think and feel
• What their objectives and strategies are
• How these influence how they behave

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.

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.

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.

Explains how a company or organization can use consumer insight to improve or transform its marketing and customer service.

Casts a wide net, looking beyond the “mere” measurement of satisfaction and exploring how customer insights are obtained.

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.

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