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Integration of market research and customer analytics : a study of CRM manager perspectives

Bednall, David, Lichtenstein, Sharman and Adam, Stewart 2009, Integration of market research and customer analytics : a study of CRM manager perspectives, in ANZMAC 2009 : Sustainable management and marketing conference, Monash University, Melbourne, Vic., pp. 1-9.

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Title Integration of market research and customer analytics : a study of CRM manager perspectives
Author(s) Bednall, David
Lichtenstein, Sharman
Adam, Stewart
Conference name Australian and New Zealand Marketing Academy. Conference (2009 : Melbourne, Vic.)
Conference location Melbourne, Vic.
Conference dates 30 Nov. - 2 Dec. 2009
Title of proceedings ANZMAC 2009 : Sustainable management and marketing conference
Editor(s) Tojib, Dewi
Publication date 2009
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 9
Publisher Monash University
Place of publication Melbourne, Vic.
Keyword(s) customer analytics
marketing research
CRM
knowledge integration
marketing strategy
Summary The study examined key relationships between two overlapping customer knowledge systems, Market Research (MR) and Customer Analytics (CA). Their integration can provide valuable new marketing insights. However a survey of 286 US CRM and CA managers showed that many companies do not fully integrate MR and CA. Organisations with a Prospector strategic orientation were more likely to integrate the two and judge the CA system a success. Trust between the two functions enhanced knowledge integration. This in turn was shown to make a strong contribution to the value of CA and a modest indirect contribution to firm success.
Notes Reproduced with the specific permission of the copyright owner.
ISBN 1863081585
Language eng
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
Related work DU:30036728
Copyright notice ©2009, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30022734

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