Customer Intelligence: From Data to Dialogue / Edition 1

Customer Intelligence: From Data to Dialogue / Edition 1

by Sean Kelly
     
 

ISBN-10: 0470018585

ISBN-13: 9780470018583

Pub. Date: 01/16/2006

Publisher: Wiley

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

Overview

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.

Product Details

ISBN-13:
9780470018583
Publisher:
Wiley
Publication date:
01/16/2006
Edition description:
New Edition
Pages:
276
Product dimensions:
9.00(w) x 6.00(h) x 0.75(d)

Related Subjects

Table of Contents

Foreword by Malcolm McDonald.

Acknowledgements.

Introduction.

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.

Notes.

Index.

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