Customer analytics and marketing research : antithesis and synthesis
Bednall, David, Adam, Stewart and Lichtenstein, Sharman 2007, Customer analytics and marketing research : antithesis and synthesis, in ANZMAC 2007 : 3Rs, reputation responsibility relevance, University of Otago, School of Business, Dept. of Marketing, Dunedin, New Zealand, pp. 180-187.
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Australian and New Zealand Marketing Academy Conference
University of Otago, School of Business, Dept. of Marketing
Place of publication
Dunedin, New Zealand
Customer Analytics provide a new type of marketing knowledge in terms of modelling past and present customer behaviour. This paper considers how such knowledge might fit with more traditional Marketing Research. Considerable overlap in the knowledge-based capability of the two functions suggests a need for rationalisation, especially where organisational relationships lead to conflict over the resources assigned to each. Nine testable propositions are developed which suggest that a synthesis of these knowledge-based functions should, in fact, enhance the marketing capability and success of the firm.
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