Purpose – This paper aims to investigate organizational factors to explain why a corporate data warehouse (CDW) was not used by marketing to the extent that it was expected to be used for CRM and other marketing purposes. Design/methodology/approach – A case study of a single health‐care...

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...

Purpose – This research aims to investigate the relationship between customer‐based performance measures (marketing measures of firm success) and business growth performance (strategy measures of firm success), in the context of strategic marketing positioning decisions and suggests...

Purpose – The objective of this paper is to investigate IMC metrics in the lens of an institution-wide change management process, and to do so, the authors develop and test an organizational data quality enhancement model. Design/methodology/approach – Qualitative research was conducted,...