search query: @indexterm DATA BASES / total: 279
reference: 9 / 279
| Author: | Wong, Y. H. Chan, R.Y.K. Leung, T.K.P. |
| Title: | Managing information diffusion in Internet marketing |
| Journal: | European Journal of Marketing
2005 : VOL. 39:7/8, p. 926-946 |
| Index terms: | customer relationship management (CRM) Internet marketing information segmentation financial services data bases Asia China |
| Language: | eng |
| Abstract: | This article aims at providing the results of an in-depth investigation of the relationship btw. antecedents (hereafter as: ants.) of information diffusion (here as: if-df.) and perceived cyber segments in the financial services (as: fin-srvs.) industry. Also, it is aimed to discuss the importance of the perceived positioning of different segments. It is investigated how if-df. ants. and consequences affect the interconnectedness btw. customers and fin-srvs. providers. Analyzed are corporate attitudes towards using the Internet to share information. Identified are the major factors behind the if-df. process. Three major elements of cyber marketing development are abstracted, i.e. antecedents, information diffusion and consequences. The positioning of different cyber segmentation is reported. The adoption of any mass customization will require an important commitment of corporate resources. |
SCIMA