Bussiness ManagementMBAstrategyHuman ResourceMarketingHospitalityE-commerceInternational Tradingproject managementmedia managementLogisticsFinanceAccountingadvertisingLawBusiness LawEducationEconomicsBusiness Reportbusiness planresearch proposal
英语论文题目英语教学英语论文商务英语英语论文格式商务英语翻译广告英语商务英语商务英语教学英语翻译论文英美文学英语语言学文化交流中西方文化差异英语论文范文英语论文开题报告初中英语教学英语论文文献综述英语论文参考文献
ResumeRecommendation LetterMotivation LetterPSapplication letterMBA essayBusiness Letteradmission letter Offer letter
澳大利亚论文英国论文加拿大论文芬兰论文瑞典论文澳洲论文新西兰论文法国论文香港论文挪威论文美国论文泰国论文马来西亚论文台湾论文新加坡论文荷兰论文南非论文西班牙论文爱尔兰论文
小学英语教学初中英语教学英语语法高中英语教学大学英语教学听力口语英语阅读英语词汇学英语素质教育英语教育毕业英语教学法
英语论文开题报告英语毕业论文写作指导英语论文写作笔记handbook英语论文提纲英语论文参考文献英语论文文献综述Research Proposal代写留学论文代写留学作业代写Essay论文英语摘要英语论文任务书英语论文格式专业名词turnitin抄袭检查
temcet听力雅思考试托福考试GMATGRE职称英语理工卫生职称英语综合职称英语职称英语
经贸英语论文题目旅游英语论文题目大学英语论文题目中学英语论文题目小学英语论文题目英语文学论文题目英语教学论文题目英语语言学论文题目委婉语论文题目商务英语论文题目最新英语论文题目英语翻译论文题目英语跨文化论文题目
日本文学日本语言学商务日语日本历史日本经济怎样写日语论文日语论文写作格式日语教学日本社会文化日语开题报告日语论文选题
职称英语理工完形填空历年试题模拟试题补全短文概括大意词汇指导阅读理解例题习题卫生职称英语词汇指导完形填空概括大意历年试题阅读理解补全短文模拟试题例题习题综合职称英语完形填空历年试题模拟试题例题习题词汇指导阅读理解补全短文概括大意
论文作者:英语论文论文属性:硕士毕业论文 dissertation登出时间:2011-06-28编辑:zn1987点击率:4036
论文字数:7150论文编号:org201106281658494919语种:英语 English地区:英国价格:$ 44
关键词:留学生国际营销论文定制Financial servicesAdvertisingInternational marketingCross-cultural
摘要:英语论文网专业提供留学生国际营销论文代写,留学生市场营销论文代写等论文服务。Although services, in general, have increased in significance worldwide, financial services face a less encouraging future. Market saturation has led to a search for growth opportunities. One approach has been to utilize traditional marketing techniques such as advertising. Another approach has been to expand into international markets.
留学生国际营销论文定制Financial services advertising in eight non-English peaking countries
Abstract
Although services, in general, have increased in significance worldwide, financial services face a less encouraging future. Market saturation has led to a search for growth opportunities. One approach has been to utilize traditional Marketing techniques such as advertising. Another approach has been to expand into international markets. Managing the international advertising efforts of financial service firms is incredibly complex. This nine country study looks at consistency between advertising content and points of emphasis from financial strategy research. The comparison yields similarities and differences between critical managerial dimensions and themes in international financial service advertisements. Discussion of these findings and implications are provided.
Keywords
Financial services, Advertising,International marketing,Cross-cultural management
Introduction
Services, as a classification of productofferings, have recently received moreattention academically. This is not at allsurprising, given that international trade inservices has reached unprecedented levels(Fisk, 1999). Services are the fastest growingpart of international trade (Bradley, 1995; Clarkand Rajaratnam, 1999; GroÈnroos, 1999) andservices, in total, account for the largest shareof gross domestic product for all but the lowestincome countries (Clark and Rajaratnam, 1999).Although services in general have enjoyedgrowth markets, financial services have not.The financial services market has beencharacterized as mature (Levesque andMcDougall, 1996), more competitive (Strieteret al., 1997) and facing a continued long-termdownward trend (Motley, 1994). Financialservice providers have had to take a harshlook at their industry (Greenland, 1994).
Bank marketing
A great deal has been written aboutimproving the strategic position of banksthrough the use of marketing. Over the past20 years, the use of marketing by banks andfinancial institutions has received bothpraise and criticism. Since the 1980s financialinstitutions around the world have faced newchallenges, including increased competition,recessions, image problems, etc. Theseproblems have not faded away, and in fact,have often intensified. Specifically, financialservices are often considered to be ``secondrate''by customers (Johnston, 1997). Banks,today, are reported to have image andidentity problems (Balmer and Stotvig, 1997;Davies, 1996), have failed to keep consumerssatisfied (Johnston, 1997) and face everincreasing competition in markets with littlegrowth in demand (Bloemer et al., 1998).
References
Albers-Miller, N.D. and Gelb, B.D. (1996), ``Businessadvertising appeals as a mirror of culturaldimensions: a study of eleven countries'',Journal of Advertising, Vol. 25 No. 4, 57-70.Albers-Miller, N.D. and Stafford, M.R. (1999),``International services advertising: anexamination of variation in appeal use forexperiential and utilitarian services'',Journal of Services Marketing, Vol. 13 No. 4/5,pp. 390-406.Allen, P. (1989), ``Top 100 marketers: more `bank'names dominate the listing'', SavingInstitutions, Vol. 110 No. 9, pp. s41-s45.Balmer, J.M.T. (1995), ``Corporate branding andconnoisseurship'', Journal of GeneralManagement, Vol. 21 No. 1, pp. 24-46.Balmer, J.M.T. and Stotvig, S. (1997), ``Corporateidentity and private banking: a review andcase study'', Internationalhttps://www.51lun本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。