التفاصيل البيبلوغرافية
| العنوان: |
Creating customer insight. |
| المؤلفون: |
Cowan, David |
| المصدر: |
International Journal of Market Research; 2008, Vol. 50 Issue 6, p719-729, 11p, 4 Diagrams, 2 Charts |
| مصطلحات موضوعية: |
CUSTOMER relations, MANAGEMENT science research, TELECOMMUNICATION research, MARKETING research, MARKETING strategy, MARKETING models |
| مستخلص: |
This paper is a longer version of the one that won the 2005 MRS/AURA Insight Effectiveness Award. The award was for 'the best demonstration of using multiple sources of customer data to advise the board on future strategic direction'. It is a case study of defensive marketing in the telecommunications industry, which uses a combination of sales data, qualitative research, tracking studies, observation and the construction of a customer panel. It also discusses how senior company management, insight managers and research agencies can improve the insight process. [ABSTRACT FROM AUTHOR] |
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| قاعدة البيانات: |
Complementary Index |
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