How to Use Data and Market Research to Get Closer to Your Customer
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Consumer Insight by Merlin Stone
Book DescriptionPart of the new "Market Research in Practice" series - these are 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; and, managing consumer insight.
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Book DetailsISBN: 9780749442927
(234mm x 156mm x 32mm)
Imprint: Kogan Page Ltd
Publisher: Kogan Page Ltd
Publish Date: 8-Oct-2004
Country of Publication: United Kingdom
Books By Author Merlin Stone
Up Close and Personal?, Paperback (May 2006)
Provides practical insights into effective customer relationship marketing. This book explores a variety of issues including: strategies, policies and plans; measuring the impact; segmentation; the implementation programme; customer loyalty and continuity; transparent marketing, customer value and process management; and, more.
Business Solutions on Demand, Paperback (September 2005)
Based partly on IBM's own transformation, and partly on the transformations that IBM has helped its clients to achieve, this book shows how companies can increase sales and improve margins by introducing a range of solutions.
CRM in Financial Services, Hardback (June 2002)
Gives a host of suggestions as to how companies can improve their CRM and achieve the anticipated return on investment. This title shows how to avoid the main problems and challenge some of the conventional wisdom about what is happening in the financial services market.
Customer Relationship Marketing, Paperback (April 2000)» View all books by Merlin Stone
The authors focus on the customer, emphasising the fact that successful marketing relies on both winning and retaining customers. They provide practical advice, detailed case examples, and tips on how a relationship between supplier and customer can best be cemented. Second revised edition.
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Author Biography - Merlin Stone
Bryan Foss Bryan Foss is Customer Loyalty Solutions Executive within IBM Global Financial Services, currently leading an IBM business providing and integrating application-based CRM solutions for Financial Services companies worldwide. Typical B2C and B2B projects have included pragmatic customer management consulting, data warehouse & marketing database build, data analysis and data mining, and integrated customer campaign communications, including contact centre, web and mobile e-business. Bryan works primarily with key insurance and financial services companies globally, including large and innovative companies, composites and new directs. Prior to his global market management and solution development and delivery role, Bryan was responsible for IBM's business relationship with the Prudential Corporation, world-wide, over a 6 year period. Previous experience in financial services also included a similar period working as IBM's technical management contact with American Express Card and Travel services, supporting all non-US operations. Qualifications include an Executive MBA from London City University Business School focused on financial services marketing & CRM, Chartered Marketer and Fellow of the Chartered Institute of Marketing (CFCIM), Post Graduate Diploma in Marketing (DipM), Chartered Engineer (C Eng. Information Systems) & Member of the British Computer Society (MBCS), with Certified Diploma in Accounting and Finance (C Dip AF. Certified Accountancy). Bryan has represented IBM on the MBA advisory boards of City and Surrey Universities, is IT editor of the Journal of Financial Services Marketing and a co-author of the Policy Publications 'Close to the Customer' executive briefing series & Financial Times CRM report. Bryan contributed the Systems & Data chapter to the previously mentioned book Up close and personal? - CRM@work' and is a frequent presenter at CRM and Financial Services conferences in the UK and elsewhere.
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