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| Author: | Hsu, P-F. Chung, C-J. |
| Title: | Optimizing resource allocation via integrated marketing communications of credit card issuing banks |
| Journal: | Journal of international marketing and marketing research
2006 : JUN, VOL. 31:2, p. 59-73 |
| Index terms: | marketing advertising communication strategy credit cards Delphi technique models banks Taiwan Asia |
| Language: | eng |
| Abstract: | To attract new customers maintaining customer loyalty, credit card issuing banks need to adopt effective marketing strategies. This study presents an integrated marketing communications (IMC)-based resource allocation optimization model incorporating the Modified Delphi Method which is adopted to accumulate the group opinions of anonymous experts. This study's results provide the domestic (Taiwanese?) banking sector with a valuable reference for understanding how to implement IMC in product design, advertising, sales promotion, public relations, direct marketing and customer relationship management (CRM). In addition, the proposed model can contribute to the competitiveness of local banks. |
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