Customer Intelligence From Data to Dialogue

ISBN-10: 0470018585
ISBN-13: 9780470018583
Edition: 2006
Authors: Sean Kelly
List price: $74.95 Buy it from $40.71
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Description: Customer Intelligence: From Data to Dialogue outlines clearly how and why ubiquitous information is going to change the world of marketing. It provides an eloquent and balanced perspective that is rooted in a deep understanding of how the marketing  More...

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Book details

List price: $74.95
Copyright year: 2006
Publisher: John Wiley & Sons, Incorporated
Publication date: 1/9/2006
Binding: Hardcover
Pages: 276
Size: 6.00" wide x 9.00" long x 0.75" tall
Weight: 1.144
Language: English

Customer Intelligence: From Data to Dialogue outlines clearly how and why ubiquitous information is going to change the world of marketing. It provides an eloquent and balanced perspective that is rooted in a deep understanding of how the marketing process actually works. It combines a thorough knowledge of how information is utilized to create customer profiles with a clear-sighted understanding of how these profiles may be employed in marketing campaigns. The reader is exposed to the vast potential of customer information as well as the reasons why many business leaders have failed to grasp this opportunity. In this landmark book the past is dissected and the future is proclaimed. It is essential reading. 'Never before in my lifetime as a so-called marketing "Guru" have I found the subject of information so compelling, urbane, relevant and exciting ... Kelly's style of writing is riveting; his insights are captivating. He is destined to be one of those authors who change the world." Professor Malcolm McDonald, Cranfield University School of Management 'A rare example of a business book that challenges the reader to engage in the debate about the future of marketing in the 21st century.' Peter G. Wray, Chairman, 'loyalty matters' and CM4P 'Engagingly readable, provocative, and insightful.' Dr Richard J. Varey, Professor of Marketing, The Waikato Management School, New Zealand 'A concise look at what really matters when a business is serious about driving business value from its most important asset - customer information.' John McKean, author of Information Masters and Customers are People, www.informationmasters.com

Sean Kelly left teaching to edit The National Lampoon. He writes for children's television (Noddy and Friends) and is the co-author of several books, including Saints Preserve Us! Who in Hell ..., How to Be Irish, and Boom Baby Moon. He lives in Brooklyn.

Foreword
Acknowledgements
Introduction
The Decade of Customer Information Exploitation: 1990-2000
The Concept of Customer Intelligence: From Product to Customer
Achieving an Intelligence Capability: From Data to Knowledge
The Eclipse of Mass Marketing: From Many to One
Achieving Segmentation and Differentiation: From Fuzzy to Focused
The Decade of Customer Information Exchange: 2000-2010
The Collapse of Time: From Lapsed to Real
Customer Privacy and Confidentiality: From Surveillance to Permission
Closing the Loop: From Monologue to Dialogue
The New Practice of Marketing: From Selling to Buying
Notes
Index

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