Abstract:

This paper offers a simple model to aid exploration of the role of market research in the interface of CRM strategy and the brand. The paper considers what is understood by 'a CRM strategy', followed by a brief review of current thinking about brands. In synthesising these two discussions, the case is made for market research to play a powerful mediatory role in the creation and delivery of brands by means of a CRM strategy. Critical to this is the view that effective CRM needs to integrate the perspectives of both organisations and consumers.