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

@article{Fleisher2008TheRO,
  title={The role of insight teams in integrating diverse marketing information management techniques},
  author={C. Fleisher and S. Wright and Helen T. Allard},
  journal={European Journal of Marketing},
  year={2008},
  volume={42},
  pages={836-851}
}
Purpose – The paper seeks to address the viability of planning and executing the integration of four often independent marketing information management techniques, i.e. competitive intelligence (CI), customer relationship management (CRM), data mining (DM) and market research (MR).Design/methodology/approach – The research presented is a longitudinal, exploratory and descriptive case study, covering a three‐year period during a critical development phase of a medium‐size, national employer… Expand

Figures from this paper

...
1
2
3
4
...

References

SHOWING 1-10 OF 57 REFERENCES
A decision‐support system for business‐to‐business marketing
A Strategic Framework for Customer Relationship Management
The design, implementation, and monitoring of a CRM programme: a case study
Strategic issues in customer relationship management (CRM) implementation
Gaining customer knowledge through analytical CRM
Customer relationship management: the case of a European bank
Mapping the re‐engagement of CRM with relationship marketing
The Planning and Marketing of the Market Intelligence Function
...
1
2
3
4
5
...