Customer Intelligence: From Data to Dialogue / Edition 1by Sean Kelly
Pub. Date: 01/16/2006
Developed from the authors' experience working with firms seeking to build better business intelligence, Customer Intelligence is concerned with who will own and control information about customers and who will develop the best skills and capabilities to exploit it for competitive advantage. At its core, it attempts to explain why the "age of information" has failed to live up to its own hype of specialization, personalization over homogenization, and consistently satisfying customers.
- Publication date:
- Edition description:
- New Edition
- Product dimensions:
- 9.00(w) x 6.00(h) x 0.75(d)
Table of ContentsForeword by Malcolm McDonald.
Part I: The Decade of Customer Information Exploitation: 1990–2000.
Chapter 1: The Concept of Customer Intelligence: From Product to Customer.
Chapter 2: Achieving an Intelligence Capability: From Data to Knowledge.
Chapter 3: The Eclipse of Mass Marketing: From Many to One.
Chapter 4: Achieving Segmentation and Differentiation: From Fuzzy to Focused.
Part II: The Decade of Customer Information Exchange: 2000–2010.
Chapter 5: The Collapse of Time: From Lapsed to Real.
Chapter 6: Customer Privacy and Confidentiality: From Surveillance to Permission.
Chapter 7: Closing the Loop: From Monologue to Dialogue.
Chapter 8: The New Practice of Marketing: From Selling to Buying.
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