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Consumer Insight: How to Use Data and Market Research to Get Closer to Your Customer (Market Research in Practice) - Tapa blanda
Sinopsis
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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Professor Merlin Stone is one of the UK's top specialists in changing organisational capability to meet the needs of customers and stakeholders. His experience covers many sectors, and he also trains, coaches and mentors senior managers. He is Research Director and Director responsible for the Customer, Citizen and Stakeholder Management Practice at WCL, specialists in change management and customer/stakeholder management.
Merlin Stone is author or co-author of many articles and thirty books on transforming marketing, sales and customer service capabilities, including Customer Relationship Marketing, Consumer Insight, Marketing Revolution and Business Solutions on Demand. The UK's Chartered Institute of Marketing listed him in 2003 as one of the world's top 50 marketing thinkers, while NOP World nominated him in 2004 as one of 100 most influential individuals for their input and influence on the development and growth of e-commerce and the internet in the UK over the previous 10 years. He is an Fellow of the Chartered Institute of Marketing and an Honorary Life Fellow of the UK's Institute of Direct Marketing. He is also on the editorial advisory boards of several academic journals and writes for several trade publications.
Merlin Stone has a first class honours degree and doctorate in economics from Sussex University, UK. In parallel to his business career, he has also pursued a full academic career. He has held senior academic posts at various universities. He is now a part-time professor at Bristol Business School and a visiting professor at several others.
Bryan Foss is an independent non-executive director (NED), board level adviser, mentor and Visiting Professor. The majority of his work is in board governance and risk management (including operational, systems and data risks), also Business-to-Business marketing and sales, including international Key Account and partner management, SMB marketing and through-the-value-chain distribution management to employees and consumers. Bryan has a combination of commercial, regulatory, academic and professional roles, he is also an active board mentor for a very wide variety of organisations and individuals.
Alison Bond is a director of The Halo Works Ltd, a research and insight consultancy specialising in researching and implementing the outcomes and benefits of products and services.
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Introduction
Merlin Stone, Bryan Foss, Alison Bond and Steve Wills
Introduction; The professional domain of consumer insight; Managing consumer insight; Customers and consumers; Keeping consumers and stakeholders happy - from research, through measurement, to management; Insight and knowledge management; Consumer insight and marketing transformation; Organization of this book
1. What is database marketing?
Merlin Stone, Alison Bond, Bryan Foss and Mark Patron
Introduction; Channels for managing consumers directly; How database marketing works; Planning your database marketing activity; Future value of consumers; Applications of the consumer database; What a consumer database is and why we need it; How a database is used; Factors that have helped database marketing grow so fast; The strengths of database marketing; How a database works; Data quality and maintenance; Merging and purging data Doing it yourself or outsourcing; Using a database in practice; Conclusion
2. The uses of database marketing
Merlin Stone, Alison Bond and Bryan Foss
Applications of database marketing; Strategic issues; Who uses the consumer database - and how; The demand for database marketing; The supply of database marketing services; Conclusions
3. How customer care and database marketing use customer insight
Merlin Stone, Alison Bond and Bryan Foss
Database marketing and customer care; The meaning of customer care; How database marketers use consumer insight - starting with the offer; How choice of media requires consumer insight; Conclusion
4. Customer relationship management (CRM)
Merlin Stone, Alison Bond, Bryan Foss, Neil Woodcock and Jennifer Kirkby
A variety of definitions; Managing the relationship in stages; Why CRM is important or at least useful; A model of CRM; How CRM is evolving today; Performance is disappointing; Where next for CRM?; Customer experience management; Making the strategic shift to CRM/CEM; Conclusions
5. Consumer insight and market research
Merlin Stone, Alison Bond, Clive Nancarrow and Sharon Rees
Introduction; Segmentation; How to define segments; Using market research in CRM; Understanding consumers; Main research techniques used in gaining consumer insight; The 10 key CRM questions; The research process; Applying market research to customer base analysis; Conclusions; Call to action
6. Analyzing consumer data to get insight
Merlin Stone, Bryan Foss, David Selby and Julie Abbott
Conclusions on the deployment of analysis; Advanced data analysis; Data mining; Where data mining is today
7. Using consumer insight in developing and retaining consumers
Merlin Stone, Clive Nancarrow, Bryan Foss, Alison Bond and Nick Orsman
The problem; Cross-selling; Customer retention; The concept of loyalty; The research programme; Conclusions
8 Sharing consumer insight - partnerships and loyalty schemes
Merlin Stone, David Bearman, Alan Tapp, Stephan A Butscher, Paul Crick, David Gilbert, Tess Moffett and Nick Orsman
Ways of sharing consumer insight; Loyalty schemes; What customer loyalty schemes involve managerially; How some leading retailers are managing their loyalty schemes; Conclusions
9. Privacy, risk, and good and bad consumers
Merlin Stone, Bryan Foss, Alison Bond, Martin Hickley and Nick Orsman
Introduction; Who good consumers are; Who bad consumers are; Prediction of good and bad; The portfolio approach; Social, political and legal issues; Ethical issues; The Internet, trust and all that; How consumers feel about these issues; What the law says; Improving the quality of consumer data management so as to comply with requirements; Guidelines for data protection; Conclusions
10. Consumer insight systems
Merlin Stone, Julie Abbott, Bryan Foss, Paul McDaid and Doug Morrison
The history; A sense of perspective; How technology opens up new opportunities; Data warehousing, decision science and data analysis; Integration; E-business infrastructure; What has been learnt from implementing new technology; What the future holds
11. Organizing and managing consumer insight
Merlin Stone, Bryan Foss, Bryan Hassett, Alison Bond and Ronel Schoeman
The people involved in managing and using consumer insight; Managing consumer insight staff; Conclusions
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