Bridging information systems and marketing: Charting collaborative pathways

Corporate information systems (IS) functions have become ever closer and more intertwined with firms' marketing functions. Marketing technology and e-commerce implementations require synergy between these functions, which has been reflected in the emergence of researchers and practitioners who can work at the intersection of these disciplines. This article utilizes a systematic literature review to understand this environment and to provide a forward-looking analysis of research at the intersection of IS and marketing. First, a business-focused introduction describes the motivation for the review and puts it into context. This is followed by a bibliographic analysis to select articles at this intersection. A semi-automated content analysis of the selected articles groups them into homogeneous research clusters and further analysis is used to develop cluster themes. This process sheds light on the potential areas of collaboration, offering an in-depth comprehension of their symbiotic relationship. A set of pathways for future research is described based on “collaboration areas” between IS and marketing. These areas, including consumer trust and decision making, social media, online reviews, mobile platforms & apps, and marketing channels, among others, represent the specific areas where marketing and IS overlap and mutually influence each other. Insights are presented on bridging academia and industry and suggestions are proposed for enhancing research at the junction of IS and marketing.