Financial Services Marketing
Fuente:
Zenodo
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| Autore principale: | |
|---|---|
| Natura: | Recurso digital |
| Lingua: | inglese |
| Pubblicazione: |
Zenodo
2009
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| Soggetti: | |
| Accesso online: | |
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| _version_ | 1866901904623140864 |
|---|---|
| author | Esmaeili, Zeinab |
| author_facet | Esmaeili, Zeinab |
| contents | <p><span>Financial Services Marketing presents a communication-centered perspective on how service organizations build credibility, trust, and performance advantage through strategic messaging and stakeholder engagement. Anticipating the digital and structural evolution of the financial sector, this work integrates foundational theories from strategic communication, organizational communication, consumer behavior, and managerial sciences to demonstrate how communication functions as both a relational and governance mechanism.</span></p> <p><span>Central to the book is the argument that communication shapes service delivery, customer experience, organizational coordination, and brand legitimacy. The work applies key frameworks — including Market Segmentation, the STP Model (Segmentation, Targeting, Positioning), Relationship Marketing, the Marketing Mix, and Decision-Making Models — to show how audience analysis informs persuasion strategies, identity positioning, message tailoring, and trust formation within high-stakes service environments.</span></p> <p><span>The theoretical grounding additionally draws from the Resource-Based View (RBV), Knowledge-Based View (KBV), Service-Dominant Logic (SDL), Market Orientation Theory, and emerging communication governance perspectives. These lenses together highlight how intangible communicative resources — expertise, digital infrastructures, information flows, and cultural alignment — shape organizational performance and stakeholder relationships.</span></p> <p><span>Importantly, the work introduces early insights into digital adoption, online behavior, and e-service communication — including trust, usability, perceived value, and risk communication — which have since become central themes in digital communication and fintech research. As such, the book provides an early academic contribution to understanding how segmentation-driven governance, communication infrastructure, and decentralization of information support more responsive and participatory service systems.</span></p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_17808196 |
| institution | Zenodo |
| language | eng |
| publishDate | 2009 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | Financial Services Marketing Esmaeili, Zeinab Financial Services Marketing Service Marketing Mix Banking Strategic Communication Marketing theories Performance Governance Organizational Communication <p><span>Financial Services Marketing presents a communication-centered perspective on how service organizations build credibility, trust, and performance advantage through strategic messaging and stakeholder engagement. Anticipating the digital and structural evolution of the financial sector, this work integrates foundational theories from strategic communication, organizational communication, consumer behavior, and managerial sciences to demonstrate how communication functions as both a relational and governance mechanism.</span></p> <p><span>Central to the book is the argument that communication shapes service delivery, customer experience, organizational coordination, and brand legitimacy. The work applies key frameworks — including Market Segmentation, the STP Model (Segmentation, Targeting, Positioning), Relationship Marketing, the Marketing Mix, and Decision-Making Models — to show how audience analysis informs persuasion strategies, identity positioning, message tailoring, and trust formation within high-stakes service environments.</span></p> <p><span>The theoretical grounding additionally draws from the Resource-Based View (RBV), Knowledge-Based View (KBV), Service-Dominant Logic (SDL), Market Orientation Theory, and emerging communication governance perspectives. These lenses together highlight how intangible communicative resources — expertise, digital infrastructures, information flows, and cultural alignment — shape organizational performance and stakeholder relationships.</span></p> <p><span>Importantly, the work introduces early insights into digital adoption, online behavior, and e-service communication — including trust, usability, perceived value, and risk communication — which have since become central themes in digital communication and fintech research. As such, the book provides an early academic contribution to understanding how segmentation-driven governance, communication infrastructure, and decentralization of information support more responsive and participatory service systems.</span></p> |
| title | Financial Services Marketing |
| topic | Financial Services Marketing Service Marketing Mix Banking Strategic Communication Marketing theories Performance Governance Organizational Communication |
| url | https://doi.org/10.5281/zenodo.17808196 |