Consumer Insight

Consumer Insight provides market researchers with knowledge of database marketing and Customer Relationship Marketing techniques. It comprehensively covers the classic areas that marketers focus on: knowing who and where your customers are, what they do, what they buy and what they would like to buy. It also explores how customers' thoughts, feelings, objectives and strategies influence their behaviour. The book also explains how companies gain insight into their customers by managing and using their customer data correctly. Packed with the latest models, tools and research, it provides a great opportunity for market researchers to improve their knowledge of database marketing and CRM, and how they relate to market research. Readers will gain an understanding of what customer management actually is, what information is used, and how this information needs to be planned to support customer management.