Cross-functional integration of marketing and information services in banking: A cross-industry comparison

Abstract

Marketing managers are experiencing challenges while deploying products in the markets. These include information conversion with seamless flow to business entities, anticipating and planning ahead for uncertainty and forecasting within the limited time frame of operations. To conquer this situation, business enterprises are reaching out for complementary resources that are of high synergies which are adept in handling these challenges. The necessity of responding to environmental strain induced tightened linkages of marketing and information services. This quantitative study of banking industry is conducted to investigate cross-functional integration (CFI) of marketing and information services through a correlation of effectiveness of marketing information system (MkIS). Apart from this, the other parameters such as reliability of firm's internal records, impact of organisational risk reduction, decision-making, and organisational strategy with MkIS are used in this study. Suitable statistical tools are applied to analyse the collected data and to reach on a conclusion. Copyright 2016 Inderscience Enterprises Ltd.