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

You can subscribe to the full publication at Emerald Insight site.

Otherwise, a full copy of this article is available for free on request.

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