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Successful B2B customer database management

Successful B2B customer database management Purpose – The paper aims to present a study of the question of customer information management in business‐to‐business (B2B) firms, what distinguishes firms that manage customer information well, and what internal processes are necessary for success. Design/methodology/approach – This paper summarizes the themes from several research studies using both qualitative and quantitative methods. Findings – The study finds that companies that distinguish themselves from others in the area of customer information management practices pay attention first to their company's overall strategy, establish and/or enforce data quality standards, involve functional departments in the development of customer databases and their applications, and use both relational and transactional data in their data applications. Practical implications – Managers in this area would do well to follow the precepts suggested in this work, especially in terms of developing quality databases before embarking on a customer marketing strategy. Originality/value – The value of the paper is the consistent themes throughout research studies in various B2B contexts. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business & Industrial Marketing Emerald Publishing

Successful B2B customer database management

Journal of Business & Industrial Marketing , Volume 23 (4): 9 – Apr 11, 2008

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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
0885-8624
DOI
10.1108/08858620810865843
Publisher site
See Article on Publisher Site

Abstract

Purpose – The paper aims to present a study of the question of customer information management in business‐to‐business (B2B) firms, what distinguishes firms that manage customer information well, and what internal processes are necessary for success. Design/methodology/approach – This paper summarizes the themes from several research studies using both qualitative and quantitative methods. Findings – The study finds that companies that distinguish themselves from others in the area of customer information management practices pay attention first to their company's overall strategy, establish and/or enforce data quality standards, involve functional departments in the development of customer databases and their applications, and use both relational and transactional data in their data applications. Practical implications – Managers in this area would do well to follow the precepts suggested in this work, especially in terms of developing quality databases before embarking on a customer marketing strategy. Originality/value – The value of the paper is the consistent themes throughout research studies in various B2B contexts.

Journal

Journal of Business & Industrial MarketingEmerald Publishing

Published: Apr 11, 2008

Keywords: Customer information; Databases; Relational databases; Transactional analysis

References