Within the debate about what constitutes ‘good research’ in marketing is a need for data collection tools and analytical tools that can assist researchers in identifying potential causal links between factors in exploratory, qualitative research and to reduce bias through methodological diversity. Process mapping is a data collection and analytical tool that has been well established in the engineering field and is used to identify areas for improvement or develop implementation maps for new processes. More recently it has been used in management business processes such as Enterprise Resource Planning to better understand implementation. Process mapping is discussed as a tool for the investigation and analysis of customer relationship management implementation.
|Title of host publication||ANZMAC 2005|
|Subtitle of host publication||conference proceedings : broadening the boundaries|
|Place of Publication||Fremantle, WA|
|Number of pages||8|
|Publication status||Published - 2005|
|Event||Australian and New Zealand Marketing Academy Conference (2005) - Fremantle, WA|
Duration: 5 Dec 2005 → 7 Dec 2005
|Conference||Australian and New Zealand Marketing Academy Conference (2005)|
|Period||5/12/05 → 7/12/05|
Steel, M., Dubelaar, C., Gabbott, M., & Ewing, M. (2005). Process mapping techniques to investigate the implementation of customer relationship programs. In S. Purchase (Ed.), ANZMAC 2005: conference proceedings : broadening the boundaries (pp. 1-8). Fremantle, WA: ANZMAC.