Роль социальных медиа в банковском маркетинге (часть 2)
Митич М., Капоулас А.

Аннотация

Статья раскрывает проблемы, с которыми сталкиваются банки при реализации маркетинга отношений в современной онлайн-среде. Авторы определяют условия, необходимые для применения социальных медиа в банковском маркетинге, и предлагают возможные варианты стратегий маркетинга отношений, сочетающие электронные каналы и персональный подход к банковскому обслуживанию. Данные, используемые для анализа, собраны с помощью глубинных интервью с топ-менеджерами, банковской документации и с официальных сайтов.

Содержание

Результаты исследования: сравнительный анализ;

Банк А;

Подход к маркетингу отношений банка А;

Объяснение отказа от использования социальных медиа в маркетинге отношений банком А;

Альтернативный подход к маркетингу отношений банка А;

Банк Б;

Стратегия маркетинга отношений банка Б;

Объяснение отказа от использования социальных медиа в маркетинге отношений банка Б;

Банк В;

Подход к маркетингу отношений банка В;

Объяснение отказа от использования социальных медиа в маркетинге отношений банка В;

Обсуждение и выводы;

Ключевые слова: Юго-Восточная Европа, банки, социальные медиа, Web 2.0, маркетинг отношений, розничное банковское обслуживание
Журнал: «Маркетинг и финансы» — №2, 2013 (© Издательский дом Гребенников)
Объем в страницах: 12.
Кол-во знаков: около 31,236.

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Митич Миляна
Ph.D.

Ph.D., сотрудница Исследовательского центра Юго-Восточной Европы и факультета менеджмента Университета Шеффилда.

Салоники, Греция

Автор работ, посвященных коммуникациям в Web 2.0 и маркетингу отношений в розничной банковской индустрии, а также методологии проведения качественных маркетинговых исследований.

Другие статьи автора 2

Капоулас Александрос

Преподаватель маркетинга в CITY-колледже, глава аспирантуры.

Салоники, Греция

Результаты его исследований были опубликованы в журналах International Journal of Bank Marketing и The Journal of Customer Behaviour, ранее руководил отделом бизнес-курсов в Северном колледже, сотрудничающем с Университетом Хаддерсфилда в Великобритании.

Другие статьи автора 2