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Consumer Insight - How to Use Data and Market Research to Get Closer to Your Customer (Paperback)
Loot Price: R1,038
Discovery Miles 10 380
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Consumer Insight - How to Use Data and Market Research to Get Closer to Your Customer (Paperback)
Series: Market Research in Practice
Expected to ship within 9 - 15 working days
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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
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