نتایج جستجو برای: financial service marketing mix
تعداد نتایج: 535760 فیلتر نتایج به سال:
Abstract Internet-based services have emerged at a fast pace, but the literature thereon has not kept pace with it. Researchers and marketers still refer to traditional marketing frameworks define manage these services. This paper argues that this approach is detrimental both academicians practitioners. The attempts establish are significantly different from require contemporary frameworks. Fur...
Objectives The recent shift, from merely traditional approach providing only financial services to the new trend implying banks can be considered as business partners meeting their whole financial needs and creating a win-win relationship, in customers’ opinion towards banks has made banks try to apply banking marketing strategies to help attract more customers and respond to their needs. Hence...
This article revisits and uses the so-called U-Commerce framework to challenge financial services marketing decision makers to consider reformulating marketing objectives in an age of ubiquitous technological networks. It outlines the 4 U’s of U-Commerce – ubiquity, universality, unison and uniqueness, and revisits the original framework used to conceptualize U-Commerce. Then it identifies and ...
Nowadays sponsorship is an important part of sports events. Sports sponsorship offers more benefits, more variety and also it’s a more powerful form of marketing. In general, sponsorship holds a unique position in the marketing mix because it is effective in building brand awareness, provides different marketing platforms and valuable networking and hospitality opportunities. Sponsorship market...
This article will argue that, despite customer-centric intent, marketing theory remains trapped in a firm-centric paradigm. How this apparent contradiction has endured is discussed critically with reference to what we see as four influential marketing perspectives. These perspectives are the 4Ps marketing mix, market-based assets, relationship marketing, and customer equity. Apart from the 4Ps ...
Choosing the financial supply is one of the most important decisions for providing optimal structure that can be effective for firm value and stocks market of companies. Therefore, marketing as one of the abilities of the firm can be effective on firm function. The purpose of this research is studying the role of marketing intensity on the relation of financial leverage and firm function in Com...
Antecedents and Consequences of the Service Climate in Boundary-Spanning Self-Managing Service Teams
In this article, the authors examine antecedents and consequences of the service climate in boundary-spanning self-managing teams (SMTs) that deliver financial services. Using data from members of 61 SMTs and their customers, the authors show a differential impact of the SMT service climate on various marketing performance measures. Furthermore, they obtain support for independent group-level e...
In this paper we describe the knowledge-based recommender application FSAdvisor (Financial Services Advisor) which assists sales representatives in determining personalized financial service portfolios for their customers. Commercially introduced in 2003, FSAdvisor is licensed to a number of major financial service providers in Austria. It supports the dialog between a sales representative and ...
Studying the effect of marketing tactical capabilities on the financial performance of the firms is now proposed as one of the most important priorities of marketing researches. However, the results of the studies in many academic fields that are conducted about a specific issue are usually contrasting. Meta-analysis is a research approach that helps the researcher to achieve a suitable combina...
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