Includes bibliographical references and index.

The Market Research Society -- The professional domain of consumer insight -- Managing consumer insight -- Customers and consumers -- Keeping consumers and stakeholders happy - from research, through measurement, to management -- Insight and knowledge management -- Consumer insight and marketing transformation -- What is database marketing? / Merlin Stone, Alison Bond, Bryan Foss, Mark Patron -- Channels for managing consumers directly -- How database marketing works -- Planning your database marketing activity -- Future value of consumers -- Applications of the consumer database -- What a consumer database is and why we need it -- How a database is used -- Factors that have helped database marketing grow so fast -- The strengths of database marketing -- How a database works -- Data quality and maintenance -- Merging and purging data -- Doing it yourself or outsourcing -- Using a database in practice -- Using the database / Merlin Stone, Alison Bond, Bryan Foss -- Applications of database marketing -- Strategic issues -- Who uses the consumer database - and how -- The demand for database marketing -- The supply of database marketing services -- How customer care and database marketing use customer insight / Merlin Stone, Alison Bond, Bryan Foss -- Database marketing and customer care -- The meaning of customer care -- How database marketers use consumer insight - starting with the offer -- How choice of media requires consumer insight -- Customer relationship management (CRM) / Merlin Stone, Alison Bond, Bryan Foss, Neil Woodcock, Jennifer Kirkby -- A variety of definitions -- Managing the relationship in stages -- Why CRM is important or at least useful -- A model of CRM -- How CRM is evolving today -- Performance is disappointing -- Where next for CRM? -- Customer experience management -- Making the strategic shift to CRM/CEM -- Consumer insight and market research / Merlin Stone, Alison Bond, Clive Nancarrow, Sharon Rees -- Segmentation -- How to define segments -- Using market research in CRM -- Understanding consumers -- Main research techniques used in gaining consumer insight -- The 10 key CRM questions -- The research process -- Applying market research to customer base analysis -- Call to action -- Analysing consumer data to get insight / Merlin Stone, Bryan Foss, David Selby, Julie Abbott -- Products, propositions and customers -- Conclusions on the deployment of analysis -- Advanced data analysis -- Data mining -- Where data mining is today -- Using consumer insight in developing and retaining consumers / Merlin Stone, Clive Nancarrow, Bryan Foss, Alison Bond, Nick Orsman -- The problem -- Cross-selling -- Customer retention -- The concept of loyalty -- The research programme -- Sharing consumer insight - partnerships and loyalty schemes / Merlin Stone, David Bearman, Alan Tapp, Stephan A Butscher, Paul Crick, David Gilbert, Tess Moffett, Nick Orsman -- Ways of sharing consumer insight -- Loyalty schemes -- What customer loyalty schemes involve managerially -- How some leading retailers are managing their loyalty schemes -- Privacy, risk, and good and bad consumers / Merlin Stone, Bryan Foss, Alison Bond, Martin Hickley, Nick Orsman -- Who good consumers are -- Who bad consumers are -- Prediction of good and bad -- The portfolio approach -- Social, political and legal issues -- Ethical issues -- The Internet, trust and all that -- How consumers feel about these issues -- What the law says -- Improving the quality of consumer data management so as to comply with requirements -- Guidelines for data protection -- Consumer insight systems / Merlin Stone, Julie Abbott, Bryan Foss, Paul McDaid, Doug Morrison -- The history -- A sense of perspective -- How technology opens up new opportunities -- Data warehousing, decision science and data analysis -- Integration -- E-business infrastructure -- What has been learnt from implementing new technology -- What the future holds -- Organizing and managing consumer insight / Merlin Stone, Bryan Foss, Bryan Hassett, Alison Bond, Ronel Schoeman -- The people involved in managing and using consumer insight -- Managing consumer insight staff -- The Market Research Society Code of Conduct.