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Customer Intelligence de Kelly

Customer Intelligence

Autor Kelly
en Limba Engleză Hardback – 27 dec 2005
Developed 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.
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Specificații

ISBN-13: 9780470018583
ISBN-10: 0470018585
Pagini: 280
Dimensiuni: 157 x 235 x 21 mm
Greutate: 0.63 kg
Editura: Wiley
Locul publicării:Chichester, United Kingdom

Public țintă

Anyone working in business, especially those involved in marketing, strategy and customer management.

Notă biografică

Seán Kelly is an author, lecturer, software engineer and international business consultant who has founded a number of separate businesses in the field of customer intelligence and information exploitation. Seán was formerly head of the European business intelligence division of Sybase Inc. and was a founder of the prestigious Data Warehouse network. His groundbreaking book Data Warehousing: The route to mass customization, published by Wiley in the early 1990s, was a major influence on the tide of business intelligence investment that occurred in the following decade. Seán is now involved in a new enterprise, based in Ireland, that is devoted to customer segmentation and profiling solutions.

Cuprins

Foreword 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

Descriere

Developed from the author's experience working with firms seeking to build better business intelligence, Customer Intelligence 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.