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

Alison Bond (Editor), Merlin Stone (Editor), Bryan Foss (Editor)

Book Description

Series: Market Research in Practice | Publication Date: January 28, 2004

"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 and what they would like to buy. It explores the psychological areas too - what customers think and feel, what their objectives and strategies are and 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.

Editorial Reviews

Review

"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

About the Author

Alison Bond, the author of "How to Be Famous," worked in the film industry for seven years before escaping to write full-time. She started her career at ICM as an assistant to a maniacal boss with a superstar client list and ended it amicably as an agent at Casarotto Ramsay, London.

Professor Stone is the author of 30 + books on marketing and customer service, and is Visiting Professor at several UK universities.

Bryan Foss is director of www.fossinitiatives.com and an advisor to a portfolio of fast-growing international companies.

Product Details

• Paperback: 256 pages
• Publisher: Kogan Page (January 28, 2004)
• Language: English
• ISBN-10: 0749442921
• ISBN-13: 978-0749442927
• Product Dimensions: 8.7 x 6.7 x 1.1 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Amazon Best Sellers Rank: #1,090,452 in Books (See Top 100 in Books)