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Journal of Financial Services Marketing

, Volume 20, Issue 4, pp 273–281 | Cite as

Technology and financial services: Marketing in times of U-commerce

  • Stacey Morrison
  • Leyland Pitt
  • Jan Kietzmann
Original Article

Abstract

This article revisits and uses the so-called U-Commerce framework to challenge financial services marketing decision makers to consider reformulating marketing objectives in an age of ubiquitous technological networks. It outlines the 4 U’s of U-Commerce – ubiquity, universality, unison and uniqueness, and revisits the original framework used to conceptualize U-Commerce. Then it identifies and describes four broad marketing objectives that financial services marketers can strive for, including amplification, attenuation, contextualization and transcension. Four broad marketing strategies can be used to achieve these objectives, namely nexus marketing, sync marketing, immersion marketing and transcension marketing. Examples specific to financial services marketing are used to illustrate and discuss these strategies.

Keywords

financial services marketing U-commerce amplification attenuation contextualization transcension 

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Copyright information

© Palgrave Macmillan, a division of Macmillan Publishers Ltd 2015

Authors and Affiliations

  • Stacey Morrison
    • 1
  • Leyland Pitt
    • 1
  • Jan Kietzmann
    • 1
  1. 1.Beedie School of BusinessVancouverCanada

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