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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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Title Customer analytics and marketing research : antithesis and synthesis
Author(s) Bednall, David
Adam, Stewart
Lichtenstein, Sharman
Conference name Australian & New Zealand Marketing Academy. Conference (2007 : University of Otago)
Conference location University of Otago, Dunedin, NZ
Conference dates 3-5 Dec. 2007
Title of proceedings ANZMAC 2007 : 3Rs, reputation responsibility relevance
Editor(s) [Unknown]
Publication date 2007
Conference series Australian and New Zealand Marketing Academy Conference
Start page 180
End page 187
Publisher University of Otago, School of Business, Dept. of Marketing
Place of publication Dunedin, New Zealand
Summary 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.
Notes Reproduced with the specific permission of the copyright owner.
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2007, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30008114

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