The alignment of market research with business strategy and CRM

Valos, Michael John and Bednall, David H. B. 2010, The alignment of market research with business strategy and CRM, Journal of strategic marketing, vol. 18, no. 3, pp. 187-199, doi: 10.1080/09652540903537022.

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Title The alignment of market research with business strategy and CRM
Author(s) Valos, Michael John
Bednall, David H. B.ORCID iD for Bednall, David H. B.
Journal name Journal of strategic marketing
Volume number 18
Issue number 3
Start page 187
End page 199
Total pages 12
Publisher Routledge
Place of publication Abingdon, England
Publication date 2010-06
ISSN 0965-254X
Keyword(s) market research
Summary This study investigated the alignment between market research, business strategy and customer relationship management (CRM). With the introduction of advanced IT systems which collect and model internal customer data (CRM), marketing managers face new choices when seeking information to facilitate their particular business strategy. A survey of market research (MR) and CRMusage was conducted among 207 marketing managers. The findings showed the Miles and Snow Prospector strategists placed greater reliance on both MR and internal CRM data systems than did Defenders. This applied in their tasks of developing new strategies and in enlisting senior management support for their actions. As Prospectors were the most reliant on both traditional market research and CRM systems, they need to be skilled in using CRM in conjunction with traditional research methods. Marketing managers who use CRM will need to foster functional relationships with the technical specialists who run CRM systems.
Language eng
DOI 10.1080/09652540903537022
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 900202 Professional, Scientific and Technical Services
HERDC Research category C1 Refereed article in a scholarly journal
HERDC collection year 2010
Copyright notice ©2010, Taylor & Francis
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Document type: Journal Article
Collections: Faculty of Business and Law
School of Management and Marketing
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