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.

中文翻译：

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连接信息系统和营销：规划协作路径


企业信息系统 （IS） 功能与公司的营销功能越来越紧密，并且更加交织在一起。营销技术和电子商务实施需要这些功能之间的协同作用，这已经反映在可以在这些学科交叉点工作的研究人员和从业者的出现上。本文利用系统的文献综述来了解这种环境，并对 IS 和营销交叉领域的研究进行前瞻性分析。首先，以业务为中心的介绍描述了审查的动机并将其置于上下文中。然后进行书目分析，以选择此交叉点的文章。对所选文章进行半自动内容分析，将它们分组为同质研究集群，并进一步分析用于开发集群主题。这个过程揭示了潜在的合作领域，提供了对他们的共生关系的深入理解。根据 IS 和营销之间的“合作领域”描述了一组未来研究的途径。这些领域，包括消费者信任和决策、社交媒体、在线评论、移动平台和应用程序以及营销渠道等，代表了营销和信息系统相互重叠并相互影响的特定领域。提出了关于弥合学术界和工业界的见解，并提出了加强 IS 和营销交界处的研究的建议。