The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Marketing Financial Services and Products in Different Cultural Environments
Abstract
In this chapter, an analysis is presented of the conditions for effective marketing of financial services/products in different cultural environments. It is argued that financial services/products are not like other conventional goods and services/products: they exhibit special characteristics (i.e. intangible and risky). Thus, they should not be marketed to all financial consumers alike for they incur risks that are unsuitable for all consumers. Any associated capital loss may lead not only to consumer reaction but also might impair the normal operation of the financial market as a whole. Marketing efforts owe to take into consideration these characteristics and risks and effectively integrate marketing strategies with the carefully regulated issuance and distribution of financial products/services. Effective marketing of financial services requires a concerted effort on behalf of governments and financial service/product providers. Finally, marketing efforts must take into consideration the cultural environment within which marketing takes place.
Related Content
|
Albérico Travassos Rosário, Joana Carmo Dias.
© 2024.
35 pages.
|
|
Elena García-y-García, Francisco Rejón-Guardia, Laura Berenice Sánchez-Baltasar.
© 2024.
35 pages.
|
|
Nino Tchanturia, Rusudan Dalakishvili.
© 2024.
20 pages.
|
|
Žiga Domadenik, Tina Tomažič.
© 2024.
21 pages.
|
|
Loredana Kotinski.
© 2024.
14 pages.
|
|
Margarida Silva, Nataliia Buchko, Natalia Parashchenko, Titanilla Marta Szaszi, Yevheniia Tovstyk.
© 2024.
15 pages.
|
|
A. N. Raghavendra, G. Vijayakumar, Sanjeev Kumar Thalari.
© 2024.
16 pages.
|
|
|