Understanding the role of social media in bank marketing
M Mitic, A Kapoulas - Marketing Intelligence & Planning, 2012 - emeraldinsight.com
Purpose–The purpose of this paper is to investigate the role of Web 2.0 and social media in
relationship marketing (RM) in banking. The aim is to understand why some banks resist the
Web 2.0 trend, how this is aligned with their RM approaches and what the alternative paths
for advancing customer relations could be. The paper focuses on the practices of banks in
the less-researched yet dynamically evolving South East European (SEE) region. Design/ ...
relationship marketing (RM) in banking. The aim is to understand why some banks resist the
Web 2.0 trend, how this is aligned with their RM approaches and what the alternative paths
for advancing customer relations could be. The paper focuses on the practices of banks in
the less-researched yet dynamically evolving South East European (SEE) region. Design/ ...