Description
Book SynopsisBryan 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.
Trade Review"Provides precise definitions of fundamental concepts... enables readers to focus on substantive issues rather than on the conceptual ambiguity that has plagued the field since its inception." Journal of Marketing Research "A significant new book focused on what to do with data and marketing research to extract optimal intelligence. The authors provide a much-needed guide to help you understand the analytic parameters of data and marketing (customer) information and offer welcome advice to companies that are being asked to leverage critical information assets and investments." www.longwoods-intl.com "Explains how a company or organization can use consumer insight to improve or transform its marketing and customer service." Journal of Economic Literature "Casts a wide net, looking beyond the "mere" measurement of satisfaction and exploring how customer insights are obtained." Quirk's Marketing Research Review "The Market Research in Practice series are excellent publications. They offer students the opportunity to study core topics separately and in depth." Graham Webb, Senior Programmes Manager, Marketing, Sales & Retail, Park Lane College, UK "A wonderful tool for those working to make the most of their customer data, this book could prove to be essential in the competitive world of consumer retention." Export Guide
Table of Contents
- Chapter - 00: Introduction – Merlin Stone, Bryan Foss, Alison Bond and Steve Wills;
- Chapter - 01: What is database marketing? – Merlin Stone, Alison Bond, Bryan Foss and Mark Patron;
- Chapter - 02: Using the database – Merlin Stone, Alison Bond and Bryan Foss;
- Chapter - 03: How customer care and database marketing use customer insight – Merlin Stone, Alison Bond and Bryan Foss;
- Chapter - 04: Customer relationship management (CRM) – Merlin Stone, Alison Bond, Bryan Foss, Neil Woodcock and Jennifer Kirkby;
- Chapter - 05: Consumer insight and market research – Merlin Stone, Alison Bond, Clive Nancarrow and Sharon Rees;
- Chapter - 06: Analysing computer data to get insight – Merlin Stone, Bryan Foss, David Selby and Julie Abbott;
- Chapter - 07: Using consumer insight in developing and retaining consumers – Merlin Stone, Clive Nancarrow, Bryan Foss, Alison Bond and Nick Orsman;
- Chapter - 08: Sharing consumer insight – partnerships and loyalty schemes – Merlin Stone, David Bearman, Alan Tapp, Stephan A Butscher, Paul Crick, David Gilbert, Tess Moffett and Nick Orsman;
- Chapter - 09: Privacy,risk, and good and bad consumers – Merlin Stone, Bryan Foss, Alison Bond, Martin Hickley and Nick Orsman;
- Chapter - 10: Consumer insight systems – Merlin Stone, Julie Abbott, Bryan Foss, Paul McDaid and Doug Morrison;
- Chapter - 11: Organizing and managing consumer insight – Merlin Stone, Bryan Foss, Bryan Hassett, Alison Bond and Ronèl Schoeman
