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| Tekijä: | Valos, M.J. Bednall, D.H.B. |
| Otsikko: | The alignment of market research with business strategy and CRM |
| Lehti: | Journal of Strategic Marketing
2010 : JUN, VOL. 18:3, p. 187-199 |
| Asiasana: | market research strategy customer relationship management (crm) information technology marketing management Australia USA |
| Kieli: | eng |
| Tiivistelmä: | The paper examines the alignment between market research (hereafter as: MR), business strategy and customer relationship management (hereafter as: CRM). Marketing managers face new choices when seeking information to facilitate their particular business strategy due to the introduction of advanced IT systems that collect and model internal customer data. The source of data is a survey of MR and CRM usage among 207 marketing managers. The findings reveal, among others, that the Miles and Snow Prospector strategists placed greater reliance on both MR and internal CRM data systems than Defenders, which applied in their tasks of developing new strategies and in enlisting senior management support for their actions. Prospectors were the most reliant on both traditional MR and CRM systems, so they need to be skilled in using CRM in conjunction with traditional research methods. Marketing managers using CRM will have to foster functional relationships with the technical specialists running CRM systems. |
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