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

De Montfort University Open Research Archive

Show simple item record

dc.contributor.author Fleisher, Craig S.
dc.contributor.author Wright, Sheila
dc.contributor.author Allard, Helen T.
dc.date.accessioned 2009-11-11T09:51:06Z
dc.date.available 2009-11-11T09:51:06Z
dc.date.issued 2008
dc.identifier.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. en
dc.identifier.issn 0309-0566
dc.identifier.uri http://hdl.handle.net/2086/2828
dc.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
dc.description.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.
dc.language.iso en en
dc.publisher Emerald en
dc.subject competitive intelligence
dc.subject case study
dc.subject cross-functional teams
dc.subject customer relationship management
dc.subject data mining
dc.subject information systems
dc.subject integration
dc.subject market research
dc.title The role of insight teams in integrating diverse marketing information management techniques. en
dc.type Article en
dc.identifier.doi http://dx.doi.org/10.1108/03090560810877187
dc.researchgroup Competitive Intelligence-Management Interface Teaching and Research Initiative (CIMITRI)
dc.peerreviewed Yes en


Files in this item

This item appears in the following Collection(s)

Show simple item record