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Research papers

From customer research to CRM

Understanding the customer and the type of relationship customers wish to have is key to CRM. This means not only customer profiling and knowledge of customer behaviour but also insight into customer motivations and attitudes. Through effective...

Catalogue: ESOMAR Customer Relationship Management Conference 2002
Authors: Farrokh Suntook, Chris Brooke
March 17, 2002
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Citation

Suntook and Brooke (2002a, March 17). From customer research to CRM . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/from-customer-research-to-crm-


Research papers

The power of ideas

Two key "ideas" or messages: 1) Successful product engineering is a carefully balanced integration of PROCESSES, TOOLS AND PEOPLE. 2) MARKET RESEARCH MUST BE THOROUGHLY INTEGRATED into the whole process of product development.In other words, market...

Catalogue: Seminar 1995: Successful Product Engineering
Author: Chris Brooke
June 15, 1995
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Citation

Brooke, C. (1995a, June 15). The power of ideas. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/the-power-of-ideas