Consumer Insight - (Market Research in Practice) by Merlin Stone & Bryan Foss & Alison Bond (Paperback)

About the Book

Provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on.

Book Synopsis

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

About the Author

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.