Client-Driven Convergence of the Market Research, Crm and Competitive Intelligence Industries
An Australian Case Study
Helen SimpsonThe Insight Hub, Australia
The volume of debate within the market research industry about the convergence of market research and CRM and the likely implications is growing rapidly as evidenced by the increasing number of papers being presented at conferences and studies such as the Two Rivers Study conducted jointly by SPSS Inc, The Kantar Group and Kenning Research Inc in 2002. However, the Australian case study presented here suggests this is only part of the equation and the phenomenon is much...