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Marketing principles in the application of e‐commerce

Marketing principles in the application of e‐commerce E-commerce has been much hyped as a potentially transformational force in many industries, and financial services is an industry where its impact is expected to be particularly strong. In this qualitative research four case studies have been developed, from a series of in-depth interviews, to investigate the way some UK financial services organisations have responded to this innovation. By taking a broad perspective, from a range of managers across a number of disciplines, this study particularly focuses on the application of marketing principles, on an organisation wide basis, to the new challenges presented by e-commerce. E-commerce can be seen to present considerable structural and cultural challenges for large established organisations. It is also potentially changing a number of aspects of customer management. Significant areas for further research are identified. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research An International Journal Emerald Publishing

Marketing principles in the application of e‐commerce

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References (43)

Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
1352-2752
DOI
10.1108/13522750210443209
Publisher site
See Article on Publisher Site

Abstract

E-commerce has been much hyped as a potentially transformational force in many industries, and financial services is an industry where its impact is expected to be particularly strong. In this qualitative research four case studies have been developed, from a series of in-depth interviews, to investigate the way some UK financial services organisations have responded to this innovation. By taking a broad perspective, from a range of managers across a number of disciplines, this study particularly focuses on the application of marketing principles, on an organisation wide basis, to the new challenges presented by e-commerce. E-commerce can be seen to present considerable structural and cultural challenges for large established organisations. It is also potentially changing a number of aspects of customer management. Significant areas for further research are identified.

Journal

Qualitative Market Research An International JournalEmerald Publishing

Published: Dec 1, 2002

Keywords: Internet; Business development; Financial services; Market orientation; Customers; United Kingdom

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