Marketing information systems in smaller building societies-Reference-Cited by-同舟云学术

Marketing information systems in smaller building societies

Published:1995-12-01 Issue:8 Volume:13 Page:3-9
ISSN:0265-2323
Container-title:International Journal of Bank Marketing
language:en
Short-container-title:

Author:

Kitchen Philip J.,Dawes Jillian F.

Abstract

Changes in the financial services sector, brought about by new legislation and increased competition, have led to many institutions turning to marketing as a means of adjustment. Building societies, in particular, have been placed in a situation where the development of marketing is crucial to corporate performance. In this scenario, marketing information systems should serve to underpin and strengthen the marketing concept in its implementation phase. Suggests, via empirical evidence, that current strategies deployed by smaller building societies for the development of marketing information systems may actually fall short in terms of marketing intelligence.

Publisher

Emerald

Subject

Marketing,Marketing

Reference37 articles.

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