Strategic developments in financial services marketing

Technology and financial services: Marketing in times of U-commerce

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 ...

Performance implications of strategic performance measurement in financial services firms

This study examines the relation between measurement system satisfaction, economic performance, and two general approaches to strategic performance measurement: greater measurement diversity and improved alignment with firm strategy and value drivers. We find consistent evidence that firms making more extensive use of a broad set of financial and (particularly) non-financial measures than firms...

Financial Services Marketing in the Era of Online Social Network Sites: the Case of Insurance Marketing

Online social network sites (OSNSs) pose a new trend in social communication that gains an enormous popularity in short time. Consequently, the chance for marketing of products and companies is opening. As well, the question about the possibility of using this channel also for the financial sector, including insurance companies, arises. This idea is followed up by the main goal of the paper: to...

Computational Modeling in Strategic Marketing

Well-developed strategic marketing planning is the essential prerequisite for establishment of the right and unique competitive advantage. Typical market, however, is a heterogeneous and decentralized structure with natural involvement of individual or group subjectivity and irrationality. These features cannot be fully expressed with one-shot rigorous formal models based on, e.g. mathematics, ...

Strategic Marketing Analysis