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Differences in the role of market research and internal CRM according to strategy type

Valos, Michael, Bednall, David and Callaghan, Bill 2004, Differences in the role of market research and internal CRM according to strategy type, in ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings, ANZMAC, Dunedin, N.Z., pp. 1-8.

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Title Differences in the role of market research and internal CRM according to strategy type
Author(s) Valos, Michael
Bednall, David
Callaghan, Bill
Conference name Australian & New Zealand Marketing Academy. Conference (2004 : Victoria University of Wellington)
Conference location Wellington, New Zealand
Conference dates 29 November-1 December 2004
Title of proceedings ANZMAC 2004 : marketing accountabilities and responsibilities, conference proceedings
Editor(s) Wiley, Jim
Thirkell, Peter
Publication date 2004
Start page 1
End page 8
Publisher ANZMAC
Place of publication Dunedin, N.Z.
Keyword(s) market research
strategy
CRM
Summary The traditional or conventional role of market research is one of enabling marketing managers to make informed decisions about key strategic issues and likewise reduce chances of poor strategic decisions. (Hamlin, 2000; Raguragavan et al., 2000) Yet recent literature suggests marketing research is becoming marginalized in supporting strategic decisionmaking. (Weber, 2001) In addition internal CRM is emerging as a viable source of aggregated customer intelligence (Malhotra and Peterson, 2001). Very few studies have explored the contingent role business strategy may have in explaining either the changing role of market research or the emergence of internal CRM systems. This study involved a cross-industry postal survey of 240 Australian marketing managers. One contribution of this study was to find market research having a greater role in supporting productivity and political outcomes for Prospector strategies when compared to both Defender and Analyzer strategies. The findings also showed Prospector strategies to have more sophisticated internal CRM systems than Defender strategies.
ISBN 9780475122148
0475122143
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30005327

Document type: Conference Paper
Collections: School of Management and Marketing
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