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The alignment of market research with business strategy and CRM
| Content Provider | Scilit |
|---|---|
| Author | Valos, Michael John Bednall, David H. B. |
| Copyright Year | 2010 |
| Description | Journal: Journal of Strategic Marketing 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 CRM usage 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. |
| Related Links | http://hdl.handle.net/10536/DRO/DU:30029545 |
| Ending Page | 199 |
| Page Count | 13 |
| Starting Page | 187 |
| ISSN | 0965254X |
| e-ISSN | 14664488 |
| DOI | 10.1080/09652540903537022 |
| Journal | Journal of Strategic Marketing |
| Issue Number | 3 |
| Volume Number | 18 |
| Language | English |
| Publisher | Informa UK Limited |
| Publisher Date | 2010-06-23 |
| Access Restriction | Open |
| Subject Keyword | Journal: Journal of Strategic Marketing Business and Management Market Research |
| Content Type | Text |
| Subject | Strategy and Management Marketing |
