Consumer insight

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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." "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

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