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Keywords: Web 2.0
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Journal Articles
Understanding the role of social media in bank marketing
Available to Purchase
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2012) 30 (7): 668–686.
Published: 19 October 2012
...Miljana Mitic; Alexandros Kapoulas 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...
