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The alignment of market research with business strategy and CRM

journal contribution
posted on 2010-06-01, 00:00 authored by Michael ValosMichael Valos, David Bednall
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.

History

Journal

Journal of strategic marketing

Volume

18

Issue

3

Pagination

187 - 199

Publisher

Routledge

Location

Abingdon, England

ISSN

0965-254X

eISSN

1466-4488

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2010, Taylor & Francis

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