search query: @indexterm FINANCIAL SERVICES / total: 273
reference: 49 / 273
| Author: | Parker, J. |
| Title: | Who is influencing your financial choises? |
| Journal: | Admap
2005 : VOL. 40:7, p. 23-25 |
| Index terms: | Consumer behaviour Financial services Reference groups Risk analysis |
| Language: | eng |
| Abstract: | The article shows why financial services marketers should rethink how they deploy their marketing expenditure and how to change influence from deference to reference. It also discusses how to minimize consumers perceived risk. The leading thought is that maximising the power of influence for financial services brands through a more effective media mix is the biggest marketing opportunity around. |
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