Title: Marketing research and customer analytics: interfunctional knowledge integration

Authors: Sharman Lichtenstein, David H.B. Bednall, Stewart Adam

Addresses: School of Information Systems, Deakin University, 221 Burwood Highway, Burwood 3125, Australia. ' Bowater School of Management and Marketing, Deakin University, 221 Burwood Highway, Burwood 3125, Australia. ' Bowater School of Management and Marketing, Deakin University, 221 Burwood Highway, Burwood 3125, Australia

Abstract: 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.

Keywords: customer analytics; marketing research; customer relationship management; CRM; market intelligence; data warehousing; knowledge integration; marketing knowledge; technology marketing; knowledge management.

DOI: 10.1504/IJTMKT.2008.017341

International Journal of Technology Marketing, 2008 Vol.3 No.1, pp.81 - 96

Available online: 28 Feb 2008 *

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