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Marketing research and customer analytics : interfunctional knowledge integration

Lichtenstein, Sharman, Bednall, David and Adam, Stewart 2008, Marketing research and customer analytics : interfunctional knowledge integration, International journal of technology marketing, vol. 3, no. 1, pp. 81-96.

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Title Marketing research and customer analytics : interfunctional knowledge integration
Author(s) Lichtenstein, Sharman
Bednall, DavidORCID iD for Bednall, David
Adam, Stewart
Journal name International journal of technology marketing
Volume number 3
Issue number 1
Start page 81
End page 96
Total pages 16
Publisher Inderscience publishers
Place of publication Olney, England
Publication date 2008
ISSN 1741-878X
Keyword(s) customer analytics
marketing research
customer relationship management
market intelligence
data warehousing
knowledge integration
marketing knowledge
technology marketing
knowledge management
Summary The Customer Analytics (CA) function is increasingly leveraged for Customer Relationship Management (CRM), however it may lack the value of marketing knowledge available from the Marketing Research (MR) function due to inadequate interfunctional knowledge integration. This paper develops a set of sixteen propositions from a synthesis of the marketing and knowledge management literatures relating key organisational influences on the integration of knowledge between the MR and CA functions. A range of strategic, cultural, structural and technical influences is reflected by the propositions. It is planned to test the propositions in future empirical research.
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 C1 Refereed article in a scholarly journal
HERDC collection year 2008
Copyright notice ©2008, Inderscience publishers
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