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" Consumer insight : "
[edited by] Merlin Stone, Alison Bond & Bryan Foss
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BL
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| Record Number
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704017
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| Doc. No
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b526206
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| Title & Author
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Consumer insight : : how to use data and market research to get closer to your customer /\ [edited by] Merlin Stone, Alison Bond Bryan Foss
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| Publication Statement
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London ;Sterling, Va. :: Kogan Page,, c2004
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| Series Statement
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Market research in practice
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| Page. NO
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xv, 288 p. :: ill. ;; 24 cm
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| ISBN
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0749442921
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| Bibliographies/Indexes
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Includes bibliographical references and index
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| Contents
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Introduction -- What is database marketing? -- Using the database -- How customer care and database marketing use customer insight -- Customer relationship management (CRM) -- Consumer insight and market research -- Analysing consumer data to get insight -- Using consumer insight in developing and retaining consumers -- Sharing consumer insight - partnerships and loyalty schemes -- Privacy, risk, and good and bad consumers -- Consumer insight systems -- Organizing and managing consumer insight
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| Subject
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Customer relations-- Management
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| Subject
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Database marketing
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| Subject
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Marketing research
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| LC Classification
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HF5415.5.C6625 2004
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| Added Entry
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Bond, Alison
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Foss, Bryan
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Stone, Merlin,1948-
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