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.

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                                  

Customer Intelligence: From Data to Dialogue outlines clearly how and why ubiquitous information is going to change the world of marketing. It provides an eloquent and balanced perspective that is rooted in a deep understanding of how the marketing process actually works. It combines a thorough knowledge of how information is utilized to create customer profiles with a clear-sighted understanding of how these profiles may be employed in marketing campaigns. The reader is exposed to the vast potential of customer information as well as the reasons why many business leaders have failed to grasp this opportunity. In this landmark book the past is dissected and the future is proclaimed. It is essential reading.

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.