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Technology and fina...
Technology and financial services : Marketing in times of U-commerce
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- Morrison, Stacey (författare)
- KTH,Industriell ekonomi och organisation (Inst.)
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- Pitt, Leyland (författare)
- KTH,Industriell marknadsföring,Simon Fraser University, Canada
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Kietzmann, Jan (författare)
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KTH Industriell ekonomi och organisation (Inst) (creator_code:org_t)
- 2015-10-23
- 2015
- Engelska.
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Ingår i: Journal of Financial Services Marketing. - : Palgrave Macmillan. - 1363-0539 .- 1479-1846. ; 20:4, s. 273-281
- Relaterad länk:
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https://urn.kb.se/re...
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visa fler...
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https://doi.org/10.1...
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Abstract
Ämnesord
Stäng
- 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 describes four broad marketing objectives that financial services marketers can strive for, including amplification, attenuation, contextualization and transcension. Four broad marketing strategies can be used to achieve these objectives, namely nexus marketing, sync marketing, immersion marketing and transcension marketing. Examples specific to financial services marketing are used to illustrate and discuss these strategies.
Ämnesord
- SAMHÄLLSVETENSKAP -- Ekonomi och näringsliv (hsv//swe)
- SOCIAL SCIENCES -- Economics and Business (hsv//eng)
Nyckelord
- financial services marketing
- U-commerce
- amplification
- attenuation
- contextualization
- transcension
Publikations- och innehållstyp
- ref (ämneskategori)
- art (ämneskategori)
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