Customer Intelligence: From Data to Dialogue outlines clearly how
and why ubiquitous information is going to change the world of
marketing. It provides an eloquent and balanced perspective that is
rooted in a deep understanding of how the marketing process
actually works. It combines a thorough knowledge of how information
is utilized to create customer profiles with a clear-sighted
understanding of how these profiles may be employed in marketing
campaigns. The reader is exposed to the vast potential of customer
information as well as the reasons why many business leaders have
failed to grasp this opportunity. In this landmark book the past is
dissected and the future is proclaimed. It is essential reading.
"Never before in my lifetime as a so-called marketing "Guru"
have I found the subject of information so compelling, urbane,
relevant and exciting ... Kelly's style of writing is riveting; his
insights are captivating. He is destined to be one of those authors
who change the world."
--Professor Malcolm McDonald, Cranfield University School of
Management
"A rare example of a business book that challenges the reader to
engage in the debate about the future of marketing in the 21st
century."
--Peter G. Wray, Chairman, 'loyalty matters' and CM4P
"Engagingly readable, provocative, and insightful."
--Dr Richard J. Varey, Professor of Marketing, The Waikato
Management School, New Zealand
"A concise look at what really matters when a business is
serious about driving business value from its most important asset
- customer information."
--John McKean, author of "Information Masters" and "Customers are
People," www.informationmasters.com
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