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Technology and financial services: Marketing in times of U-commerce
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.), Industrial marketing. Simon Fraser University, Canada.
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
Abstract [en]

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.
Keyword [en]
financial services marketing, U-commerce, amplification, attenuation, contextualization, transcension
National Category
Economics and Business
URN: urn:nbn:se:kth:diva-180998DOI: 10.1057/fsm.2015.18ISI: 000363402600005ScopusID: 2-s2.0-84945126200OAI: diva2:898173

QC 20160127

Available from: 2016-01-27 Created: 2016-01-26 Last updated: 2016-01-29Bibliographically approved

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