An article coauthored by Paul Laughlin & Professor Merlin Stone has been published in the Journal of Research in Interactive Marketing.
Building on the success of their co-authored chapter in “The Dark Side of CRM“, this complements that content. It also provides references for a more academic audience.
Entitled “How interactive marketing is changing Financial services“, this article explores a number of interrelated themes:
- Impact of Internet & ITC innovations on how Financial Services are distributed
- How customers are managed, including identifying ‘good’ & ‘bad’ customers
- How customers can be ‘bad’ but escape the consequences
- How changes in information asymmetry between suppliers & customers are changing CRM
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