Characteristics of marketing organisation in the New Zealand financial services sector

Abstract

During the past 15 years, a body of research has explored the implementation of the marketing concept in terms of the integration of marketing functions under the control of a Chief Marketing Executive (CME), and the position of the CME within the organisation. Relatively little attention has been focused on the organisation of the marketing function within professional services industries. We report a cross‐sectional study examining the characteristics of the marketing function and responsibilities of the CME in a major New Zealand professional services sector, financial services. Our findings suggest a high level of formal organisation structure for marketing within the New Zealand financial services industry. However, while the CME continues to be central to the organisation of the marketing function, there remains considerable variation in the corporate positioning of the marketing function and responsibilities of the CME within this professional services industry.

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