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Marketing research and customer analytics : interfunctional knowledge integration

journal contribution
posted on 2008-01-01, 00:00 authored by Sharman Lichtenstein, David Bednall, Stewart Adam
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.

History

Journal

International journal of technology marketing

Volume

3

Issue

1

Pagination

81 - 96

Publisher

Inderscience publishers

Location

Olney, England

ISSN

1741-878X

eISSN

1741-8798

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2008, Inderscience publishers

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