The concept of customer intelligence : from product to customer --
Achieving an intelligence capability : from data to knowledge --
The eclipse of mass marketing : from many to one --
Achieving segmentation and differentiation : from fuzzy to focused --
The collapse of time : from lapsed to real --
Customer privacy and confidentiality : from surveillance to permission --
Closing the loop : from monologue to dialogue --
The new practice of marketing : from selling to buying.

"Customer Intelligence: From Data to Dialogue outlines clearly how and why ubiquitous information is going to change the world of marketing. It provides a 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 book the past is dissected and the future is proclaimed. It is essential reading."--Jacket