Marketing and Marketing Information System Sophistication In Retail Banking

Abstract

Deregulation, greater competition and information technology has led to the restrcturing of the retail banking industries in virtually all developed economies. This has led to a greater emphasis on marketing activities and the use of information technology to support these activities. In light of this development this paper seeks to analyse the extent of the growth of marketing and the sophistication of marketing information systems (MkIS) in the context of Aurstralasia and Europe. In particular empirical evidence is drawn from 67 postal questionnaires within the retail banking industries in Australia, New Zealand, UK and Ireland. The results indicate that although the use of marketing in these counties would seem to be growing, the application of information technology to support marketing is still at a low level of sophistication.

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