Naslov
Интернет как канал дистрибуции: анализ хорватского банковского сектора
(Internet as a distribution channel: an overview of the Croatian banking sector)

Autori
Martinović, Maja ; Babić, Ana

Izvornik
Үправление каналами дистрибуции (engl. Distribution and trade channels) (2073-5553) 1 (2010), 21; 66-74

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
distribution, Croatia, financial institutions, Internet marketing, financial institutions, evolutionary stages in acceptance of Internet marketing, ways of conducting e-marketing

Sažetak
Many financial institutions today combine e- marketing and traditional services, which offer more possibilities for clients. There are also some financial institutions that do business exclusively on line. These new channels are primarily focused on the so-called “new generations” which have somewhat different desires relating to financial services. Many financial institutions that function over the Internet have recognized the demands of various target segments and market niches, bringing about the trend of total customization, where clients appear as proactive consumers who influence the creation of offers themselves. Financial institutions conduct e-marketing in four main ways: through the corporation web page, web promotion, e-mail and web transfer, and on-line communities. The Internet also plays an important role in the creation of the brand. On-line factors of value, combined with the “traditional” factors, hold an increasing importance for the total value of the brand. Today, we can talk about three evolutionary stages in acceptance of Internet marketing: one- way communication, two-way communication, and overcoming of time and space barriers (entering new markets and new areas of business). Most companies on the financial market are currently in the first or second stage. In the future, we expect that the key question for these companies will not be whether the Internet technology should be used, but how to use it. Although the benefits of using Internet marketing in financial institutions are numerous, the main advantages need to be emphasized and used, and those are interactivity and “preciseness”, so that the Internet activities do not simply become an addition to other promotional activities, but an integral part of the strategic marketing efforts of a company.

Izvorni jezik
Rus

Znanstvena područja
Ekonomija

POVEZANOST RADA