Technology and financial services: Marketing in times of U-commerce
2015 (English)In: Journal of Financial Services Marketing, ISSN 1363-0539, E-ISSN 1479-1846, Vol. 20, no 4, 273-281 p.Article in journal (Refereed) PublishedText
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.
Place, publisher, year, edition, pages
Palgrave Macmillan, 2015. Vol. 20, no 4, 273-281 p.
financial services marketing, U-commerce, amplification, attenuation, contextualization, transcension
Economics and Business
IdentifiersURN: urn:nbn:se:kth:diva-180998DOI: 10.1057/fsm.2015.18ISI: 000363402600005ScopusID: 2-s2.0-84945126200OAI: oai:DiVA.org:kth-180998DiVA: diva2:898173
QC 201601272016-01-272016-01-262016-01-29Bibliographically approved