Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Postmodern marketing: research issues for retail financial services

Postmodern marketing: research issues for retail financial services Postmodern conditions and re-evaluations of marketing theory are prompting a re-consideration of marketing strategies and methodologies. This paper is concerned with research issues arising from these changes and uses the case of retailing financial services as an illustration. Groups of financial services customers, once assumed to be homogeneous, are proving to have individualised needs and are resisting conventional segmentation techniques. Behavioural consistency and orderliness are giving way to fragmentation and market instability in what is described as the postmodern era. Financial service retailers, structured, formalised and risk averse, may find that their preference for uniformity inhibits their ability to serve with diverse, evolving markets. A research agenda is proposed based on a juxtaposition of postmodern considerations and financial services retailing incorporating recent contributions to marketing thought. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Qualitative Market Research: An International Journal Emerald Publishing

Postmodern marketing: research issues for retail financial services

Download PDF
9 pages

Loading next page...
 
/lp/emerald-publishing/postmodern-marketing-research-issues-for-retail-financial-services-wzK30t0AhL
Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
1352-2752
DOI
10.1108/13522750010322098
Publisher site
See Article on Publisher Site

Abstract

Postmodern conditions and re-evaluations of marketing theory are prompting a re-consideration of marketing strategies and methodologies. This paper is concerned with research issues arising from these changes and uses the case of retailing financial services as an illustration. Groups of financial services customers, once assumed to be homogeneous, are proving to have individualised needs and are resisting conventional segmentation techniques. Behavioural consistency and orderliness are giving way to fragmentation and market instability in what is described as the postmodern era. Financial service retailers, structured, formalised and risk averse, may find that their preference for uniformity inhibits their ability to serve with diverse, evolving markets. A research agenda is proposed based on a juxtaposition of postmodern considerations and financial services retailing incorporating recent contributions to marketing thought.

Journal

Qualitative Market Research: An International Journal – Emerald Publishing

Published: Jun 1, 2000

Keywords: Marketing theory; Financial services; Post‐modernism; Marketing strategy; Consumer behaviour

References

  • Bank marketing myth or reality?
    Baker, M
  • The customer wants service
    Barnes, J; Glyn, W
  • Customization of the service experience: the role of the frontline employee
    Bettencourt, L; Gwinner, J
  • Quality in retail banking
    Blanchard, R; Galloway, R
  • Implementing a marketing action programme for the AIB Group
    Bourke, K
  • Postmodern marketing?
    Brown, S
  • Marketing as a multiplex
    Brown, S
  • Postmodern Marketing
    Brown, S
  • Viewpoint – reading the runes on belief and believing in marketing management research
    Brownlie, D
  • The new marketing myopia: critical perspectives on theory and research in marketing – introduction
    Brownlie, D; Saren, M; Whittington, R; Wensley, R
  • Relationship marketing
    Buttle, F
  • Qualitative research issues at the marketing/entrepreneurship interface
    Carson, D.; Coviello, N
  • Relationship Marketing
    Christopher, M; Payne, A.; Ballantyne, D
  • Characteristics of postmodernism
    Chumer, M
  • Business Horizons
  • The transformation of banking
    Crane, D; Bodie, Z
  • Image problems with financial services: some considerations for improvement
    Davies, M
  • Organizational positioning in retail financial services
    Devlin, J; Ennew, C.; Mirza, M
  • Comments on Wensley’s ‘A critical review of marketing: market networks and interfirm relationships
    Easton, G.
  • Market exchange, social structures and time
    Easton, G.; Araujo, L
  • Dimensions of customer orientation: an empirical investigation of the UK financial services sector
    Egan, C; Shipley, D
  • Marketing and the meaning of postmodern consumer culture
    Elliott, R
  • Postmodernity: the age of marketing
    Firat, A; Venkatesh A.
  • Marketing in a postmodern world
    Firat, A; Dholakia, N; Venkatesh, A.
  • Markets and marketing strategy in the postmodern era
    Firat, A.F; Schultzell, C.J.
  • Reinventing the marketing organization
    George, M; Freeling, A; Court, D.
  • The four faces of mass customization
    Gilmore, J; Pine, J.
  • Postmodernism: roots and politics
    Gitlin, T.
  • Service Management and Marketing. Managing the Moments of Truth in Service Competition
    Gro¨nroos, C
  • The marketing strategy continuum: towards a marketing concept for the 1990s
    Gro¨nroos, C
  • From marketing mix to relationship marketing: towards a paradigm shift in marketing
    Gro¨nroos, C
  • The structure of commitment in exchange
    Grundlach, G.; Achrol, R.; Metzner, J
  • In search of marketing equilibrium: relationship marketing versus hypercompetition
    Gummesson, E.
  • Mapping customer segments for personal financial services
    Harrison, T
  • Mass customization: conceptual underpinnings opportunities and limits
    Hart, C
  • Humanistic enquiry in marketing research: philosophy, method and criteria
    Hirschman, E
  • Increased marketing orientation: UK bank branch networks
    Howcroft, B
  • Why satisfied customers defect
    Jones, T.; Sasser, W.E.
  • Marketing futures: priorities for a turbulent environment
    Kashani, K.
  • The consumer rules? An examination of the rhetoric and, ‘reality’ of marketing in financial services
    Knights, D; Sturdy, A.; Morgan, G
  • Marketing Management: Analysis, Planning and Control
    Kotler, P
  • The Postmodern Condition: A Report on Knowledge
    Lyotard, J.F
  • Interwoven and interactive heterogeneity in the 21st century
    Maruyama, M
  • Relationship marketing
    Matsson, L.‐G
  • Marketing in an age of diversity
    McKenna, R
  • Marketing is everything
    McKenna, R
  • Innovation in banking: new structures and systems
    Morgan, R; Cronin, E; Severn,M
  • BANKSTRAT: a strategic marketing expert system for retail banking
    Moutinho, L.; Curry, B; Davies, F
  • Market and technology shifts in the 1990s: market fragmentation and mass customization
    Mueller‐Heumann, G
  • Integrating brand development and relationship marketing
    Palmer, A
  • Database marketing – past, present and future
    Petrison, L; Blattberg R.; Wang, P
  • Mass Customization: The New Frontier in Business Competition
    Pine, B.
  • Do you want to keep your customers forever?
    Pine, B; Peppers, D; Rogers, M
  • Market fragmentation versus market segmentation
    Robert, M
  • Service: the competitive edge in banking
    Samli, A; Frohlich, C
  • Contested Knowledge: Social Theory in the Postmodern Era
    Seidman, S
  • Relational exchange in services: an empirical investigation of ongoing customer service‐provider relationships
    Shemwell, D; Cronin, J. ; Bullard, W.
  • Diverse markets mean big business for banks
    Smart, J
  • The power of predictability
    Stevenson, H; Moldoveanu, M
  • Marketing – in chaos or transition
    Thomas, M
  • Postmodern consumption
    van Raaij, F
  • Postmodernism, consumer culture and the society of spectacle
    Venkatesh, A
  • The changing role of marketing in the corporation
    Webster, F
  • Customer value: the next source for competitive advantage
    Woodruff, R
  • The dubious assumptions of segmentation and targeting
    Wright, M