Description
Book SynopsisDeveloped from the authors'' experience working with firms seeking to build better business intelligence,
The Customer Information Wars 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.
Trade Review"Kelly's elegant, jargon-free style and compelling arguments make the work read like a whodunnit..." (Journal of Direct, Data and Digital Marketing Practice, March 2006)
"... this book is indispensable" (The Marketer, April 2006)
"it should still prove equally inspiring [as his previous book, Data Warehousing]" (Information Age, April 2006)
"... succeeds in crystallising a radical change in marketing...." (Journal of Direct Data & Digital Marketing Practise, June 2006)
Table of ContentsForeword by Malcolm McDonald xi
Acknowledgements xiii
Introduction xv
Part I The Decade of Customer Information Exploitation: 1990–2000 1
Chapter 1 The Concept of Customer Intelligence: From Product to Customer 3
Chapter 2 Achieving an Intelligence Capability: From Data to Knowledge 37
Chapter 3 The Eclipse of Mass Marketing: From Many to One 77
Chapter 4 Achieving Segmentation and Differentiation: From Fuzzy to Focused 105
Part II The Decade of Customer Information Exchange: 2000–2010 129
Chapter 5 The Collapse of Time: From Lapsed to Real 131
Chapter 6 Customer Privacy and Confidentiality: From Surveillance to Permission 155
Chapter 7 Closing the Loop: From Monologue to Dialogue 185
Chapter 8 The New Practice of Marketing: From Selling to Buying 203
Notes 229
Index 237
