Реакция компаний на экономический спад: эмпирический анализ рекламы финансовых услуг в докризисный период и в годы кризиса
Ли Т., Чанг В., Тейлор Р.

Обзор литературы;
Основные аспекты рекламной деятельности в сфере финансовых услуг;
Рекламные стратегии организаций, оказывающих финансовые услуги;
Побудительные мотивы в рекламе;
Методика исследования;
Разработка классификации;
Процедура кодирования;
Достоверность результатов;
Ограничения и направления для дальнейших исследований;

Ключевые слова: реклама, финансовые услуги, маркетинговая стратегия


В статье анализируется маркетинговая стратегия американских компаний, предоставляющих финансовые услуги, и изменения в этой стратегии, связанные с недавним экономическим кризисом (2007–2008 гг.). Результаты исследования могут представлять интерес для некоммерческих организаций и компаний, действующих на международном рынке.

Журнал: «Маркетинг услуг» — №1, 2012 (© Издательский дом Гребенников)
Объем в страницах: 23
Кол-во знаков: около 53,586

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Ли Тейюн (Дэвид)

Школа рекламы и связей с общественностью, Университет Теннесси в Ноксвилле.

Ноксвилл, Теннесси, США

Чанг Воньюн

Департамент коммуникаций Университета Луизианы в Лафайетте.

Лафайетт, Луизиана, США

Тейлор Рональд

Школа рекламы и связей с общественностью, Университет Теннесси в Ноксвилле.

Нокс вилл, Теннесси, США