Sean Kelly
Customer Intelligence
From Data to Dialogue
Gebonden Engels 2005 9780470018583
Verwachte levertijd ongeveer 16 werkdagen
Samenvatting
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.
Specificaties
ISBN13:9780470018583
Taal:Engels
Bindwijze:gebonden
Aantal pagina's:276
Uitgever:John Wiley & Sons
Hoofdrubriek:Marketing, Algemeen management
Lezersrecensies
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Inhoudsopgave
Foreword by Malcolm McDonald.
<p>Acknowledgements.</p>
<p>Introduction.</p>
<p>Part I: The Decade of Customer Information Exploitation: 1990 2000.</p>
<p>Chapter 1: The Concept of Customer Intelligence: From Product to Customer.</p>
<p>Chapter 2: Achieving an Intelligence Capability: From Data to Knowledge.</p>
<p>Chapter 3: The Eclipse of Mass Marketing: From Many to One.</p>
<p>Chapter 4: Achieving Segmentation and Differentiation: From Fuzzy to Focused.</p>
<p>Part II: The Decade of Customer Information Exchange: 2000 2010.</p>
<p>Chapter 5: The Collapse of Time: From Lapsed to Real.</p>
<p>Chapter 6: Customer Privacy and Confidentiality: From Surveillance to Permission.</p>
<p>Chapter 7: Closing the Loop: From Monologue to Dialogue.</p>
<p>Chapter 8: The New Practice of Marketing: From Selling to Buying.</p>
<p>Notes.</p>
<p>Index.</p>
<p>Acknowledgements.</p>
<p>Introduction.</p>
<p>Part I: The Decade of Customer Information Exploitation: 1990 2000.</p>
<p>Chapter 1: The Concept of Customer Intelligence: From Product to Customer.</p>
<p>Chapter 2: Achieving an Intelligence Capability: From Data to Knowledge.</p>
<p>Chapter 3: The Eclipse of Mass Marketing: From Many to One.</p>
<p>Chapter 4: Achieving Segmentation and Differentiation: From Fuzzy to Focused.</p>
<p>Part II: The Decade of Customer Information Exchange: 2000 2010.</p>
<p>Chapter 5: The Collapse of Time: From Lapsed to Real.</p>
<p>Chapter 6: Customer Privacy and Confidentiality: From Surveillance to Permission.</p>
<p>Chapter 7: Closing the Loop: From Monologue to Dialogue.</p>
<p>Chapter 8: The New Practice of Marketing: From Selling to Buying.</p>
<p>Notes.</p>
<p>Index.</p>
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