The concept of “alignment” – between IS strategy and business strategy - has become widely recognized as an important determinant of information systems success. Alignment is also an important consideration in the marketing domain, although there it usually concerns alignment between the organization and its customers. This study examines alignment between the IS and marketing functions. Field interviews of 36 IS and marketing executives were conducted to determine perceptions of alignment dimensions, antecedents and impacts.
Hooper, Val; Huff, Sid; and Thirkell, Peter, "Factors Influencing The Alignment of IS and Marketing" (2004). ACIS 2004 Proceedings. Paper 55.