TITLE

Drilling down into data

AUTHOR(S)
Scase, Richard
PUB. DATE
June 2004
SOURCE
Brand Strategy;Jun2004, Issue 183, p50
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Comments on the issues related to the failure of marketers to make the connection between customer data and insight in Great Britain. Assumption on the creation of a low value customer; Disadvantage on the focus of companies on customer base and needs; Indication on the fundamental change in consumer landscape. INSET: KEY LEARNINGS.
ACCESSION #
13480222

 

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