Beschreibung
Inhaltsangabe'Not more than once or twice in a decade, a book comes along that succeeds in crystallising a radical change in marketing thinking - what the jargon calls a paradigm shift. Halfway through the first decade of the new millennium the book is Seán Kelly's Customer Intelligence.' Gary Palmer, Fellow, Institute of Direct Marketing, founder of Information Alchemy
Inhaltsverzeichnis
Foreword by Malcolm McDonald. Acknowledgements. Introduction. Part 1: 1990 - 2000 The Decade of Customer Information Exploitation. 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 2: 2000 - 2010 The Decade of Customer Information Exchange. 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.
Autorenporträt
Sean 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. Sean 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. Sean is now involved in a new enterprise, based in Ireland, that is devoted to customer segmentation and profiling solutions.
