• Login
    View Item 
    •   DORA Home
    • Faculty of Business and Law
    • Leicester Castle Business School
    • Department of Management and Entrepreneurship
    • View Item
    •   DORA Home
    • Faculty of Business and Law
    • Leicester Castle Business School
    • Department of Management and Entrepreneurship
    • View Item
    JavaScript is disabled for your browser. Some features of this site may not work without it.

    The role of insight teams in integrating diverse marketing information management techniques.

    Thumbnail
    View/Open
    FINAL EJM-119 _56.07_ Fleisher, Wright & Allard.pdf (78.70Kb)
    Date
    2008
    Author
    Fleisher, Craig S.;
    Wright, Sheila;
    Allard, Helen T.
    Metadata
    Show attachments and full item record
    Abstract
    The purpose of this article is to address the viability of planning and executing the integration of four, often independent marketing information management techniques: competitive intelligence (CI), customer relationship management (CRM), data mining (DM) and market research (MR). A longitudinal, exploratory and descriptive case study is reported upon, covering a three year period during a critical development phase of a medium-size, national employer association which sought to improve the quality of marketing-based insights to its strategic planning capability as well as improve economic outcomes. A multi-year roadmap is presented and a key finding was that it is possible to achieve profitable and capability enhancing integration of diverse marketing information management techniques. Successful integration and the use of a highly focused cross functional team generated better market strategies and bottom line benefits. There are very few case studies published that demonstrate the successful evolution and integration of CI, CRM, DM and MR into the enterprise's strategy-making process. The unique element of this example was that it was achieved within the context of a medium-sized, national, not-for-profit employer association.
    Description
    The full text version attached to this file is the authors final version. The final definitive publishers version can be found at http://dx.doi.org/10.1108/03090560810877187
    Citation : Fleisher, C.S., Wright, S. and Allard, H.T. (2008) The role of insight teams in integrating diverse marketing information management techniques. European Journal of Marketing, 42, (7/8), pp 836-851.
    URI
    http://hdl.handle.net/2086/2828
    DOI
    http://dx.doi.org/10.1108/03090560810877187
    ISSN : 0309-0566
    Research Group : Competitive Intelligence-Management Interface Teaching and Research Initiative (CIMITRI)
    Peer Reviewed : Yes
    Collections
    • Department of Management and Entrepreneurship [776]

    Submission Guide | Reporting Guide | Reporting Tool | DMU Open Access Libguide | Take Down Policy | Connect with DORA
    DMU LIbrary
     

     

    Browse

    All of DORACommunities & CollectionsAuthorsTitlesSubjects/KeywordsResearch InstituteBy Publication DateBy Submission DateThis CollectionAuthorsTitlesSubjects/KeywordsResearch InstituteBy Publication DateBy Submission Date

    My Account

    Login

    Submission Guide | Reporting Guide | Reporting Tool | DMU Open Access Libguide | Take Down Policy | Connect with DORA
    DMU LIbrary