Customer Intelligence: From Data to Dialogue / Edition 1

Customer Intelligence: From Data to Dialogue / Edition 1

by Sean Kelly
     
 

‘Not more than once or twice in a decade, a book comes along that succeeds in crystallising a radical change in marketing thinking – what the jargon calls a paradigm shift … Halfway through the first decade of the new millennium the book is Seán Kelly's Customer Intelligence.’

Gary Palmer, Fellow, Institute of Direct

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Overview

‘Not more than once or twice in a decade, a book comes along that succeeds in crystallising a radical change in marketing thinking – what the jargon calls a paradigm shift … Halfway through the first decade of the new millennium the book is Seán Kelly's Customer Intelligence.’

Gary Palmer, Fellow, Institute of Direct Marketing, founder of Information Alchemy

Product Details

ISBN-13:
9780470018583
Publisher:
Wiley
Publication date:
01/16/2006
Edition description:
New Edition
Pages:
276
Sales rank:
970,108
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 toCustomer.

Chapter 2: Achieving an Intelligence Capability: From Data toKnowledge.

Chapter 3: The Eclipse of Mass Marketing: From Many to One.

Chapter 4: Achieving Segmentation and Differentiation: FromFuzzy 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: FromSurveillance to Permission.

Chapter 7: Closing the Loop: From Monologue to Dialogue.

Chapter 8: The New Practice of Marketing: From Selling toBuying.

Notes.

Index.

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