Marketing information systems in smaller building societies
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.
Keywords
Citation
Kitchen, P.J. and Dawes, J.F. (1995), "Marketing information systems in smaller building societies", International Journal of Bank Marketing, Vol. 13 No. 8, pp. 3-9. https://doi.org/10.1108/02652329510098864
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited