The role of data warehouses in support of organisational requirements for strategic marketing information

There is a growing literature addressing the use of information in support of marketing, which emphasises its importance, yet recognises that too rarely are organisations able to provide or apply it, in practice. However, the majority of contributions, to date: have been theoretical have focused on individual dimensions of the information application and have not considered how information requirements can best be satisfied. This research, attempts to rectify these omissions by empirically exploring the role of data warehouses in support of strategic marketing activities. The research was conducted through a series of indepth case studies at eight of the UK's largest and most sophisticated companies. The research provides important new evidence that data warehouses play a critical role in the provision of information in support of market segmentation, new product development and competitor analysis activities.