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Integration of market research and customer analytics : a study of CRM manager perspectives
conference contribution
posted on 2009-01-01, 00:00 authored by David Bednall, Sharman Lichtenstein, Stewart AdamThe 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.
History
Event
Australian and New Zealand Marketing Academy. Conference (2009 : Melbourne, Vic.)Pagination
1 - 9Publisher
Monash UniversityLocation
Melbourne, Vic.Place of publication
Melbourne, Vic.Start date
2009-11-30End date
2009-12-02ISBN-10
1863081585Language
engNotes
Reproduced with the specific permission of the copyright owner.Publication classification
E1 Full written paper - refereedCopyright notice
2009, ANZMACEditor/Contributor(s)
D TojibRelated work
DU:30036728Title of proceedings
ANZMAC 2009 : Sustainable management and marketing conferenceUsage metrics
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