 Customer Intelligence: From Data to Dialogue
ISBN: 978-0-470-01858-3
Hardcover
276 pages
January 2006
US $70.00
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Acknowledgements.
Introduction.
Part I: The Decade of Customer Information Exploitation: 1990–2000.
Chapter 1: The Concept of Customer Intelligence: From Product to Customer.
Chapter 2: Achieving an Intelligence Capability: From Data to Knowledge.
Chapter 3: The Eclipse of Mass Marketing: From Many to One.
Chapter 4: Achieving Segmentation and Differentiation: From Fuzzy to Focused.
Part II: The Decade of Customer Information Exchange: 2000–2010.
Chapter 5: The Collapse of Time: From Lapsed to Real.
Chapter 6: Customer Privacy and Confidentiality: From Surveillance to Permission.
Chapter 7: Closing the Loop: From Monologue to Dialogue.
Chapter 8: The New Practice of Marketing: From Selling to Buying.
Notes.
Index.
