VIRAL MARKETING AT THE INTERNATIONAL MARKET OF BANKING SERVICES
Keywords:
Viral marketing, banking service, trust as an element of social capital of banking institution, confidential provision, resources of credit institution, value of the product of credit institution.Abstract
The essence of viral marketing as an «effective mean of procucts’ merchandising at the market» is considered. Viral banking marketing is an activity which is based on the promotion of consumers to the effective transfer of marketing massage to other persons aimed at increase of identification of banking products at the market and carrying out truth information concerning the credit institution. The principles of viral marketing in the system of confidential information at the international market of banking services towards involvement of additional financial material and human resources for the work of credit institutions and realization of their projects are defined. The procedure of usage of deposit policy of foreign bank aimed at identification of banking institutions and banking products at the market is shown.
References
Бирюков М. И. Понятие событийного маркетинга // Прогнозирование экономической конъюнктуры в системах маркетинга. Сборник научных трудов III Всероссийской научно-практической конференции. – Ульяновск: Изд-во УлГУ, 2007. – С. 45–56.
Галачиева С., Махошева С. Рыночная сегментация банковских услуг. Маркетинг: методы, формы, исследования // Маркетинг. – 2006. – С. 71–77.
Катькало В. С. Межфирменные сети: проблематика исследований новой организационной стратегии в 1980–1990-е годы // Вестник С.-Петербургского ун-та. – Сер. Экономика. – 1999. – № 2. – С. 21–38.
Котлер Ф. Маркетинг. Менеджмент. Анализ, планирование, внедрение, контроль. – СПб.: Питер Ком, 2008. – 560 с.
Кущ С. П. Сравнительный анализ основных концепций теории маркетинга взаимоотношений // Вестник С.-Петербургского ун-та. – Сер. Менеджмент. – 2003. – № 4. – С. 3–25.
Кущ С. П., Рафинеджад Д., Афанасьев А. А. 2002. Сетевой подход в маркетинге: российский опыт // Вестник С.-Петербургского ун-та. – Сер. Менеджмент. – 2002. – № 1. – С. 81–107.
Логинов А. А., Костюхин П. Ю. К вопросу об использовании маркетинга отношений в России. Практика компании «Вимм-Билль-Данн» // Маркетинг и маркетинговые исследования в России. – 2008. – № 4. – С. 13–18.
Матвіїв М. Я. Маркетинг знань: методологічний та організаційний аспекти. Монографія. – Тернопіль: Економічна думка, 2007. – 450 с.
Окулов В. В. Рядом с деньгами // Эксперт. – 2009. – № 22. – С. 34–36.
Радаев В. Н. Сетевой мир // Эксперт. – 2010. – № 12. – С. 34–37.
Сагдиев Р. М. Молочный лизинг // Ведомости. – 2010. – 7 октября. – С. 2.
Саутин А. А. Воздушный мост // Эксперт. – 2009. – № 12. – С. 24–26.
Сиваков Д. А. Высокий передел // Эксперт. – 2009. – № 5. – С. 26–29.
Стерлин А. М, Ардишвили А. Н. Предпринимательские сети – новая форма организации межфирменного взаимодействия // – МЭ и МО. – 2001. – № 4. – С. 70–80.
Третьяк О. А. Новый этап эволюции маркетинговой концепции управления // Российский экономический журнал. – 2007. – № 10. – С. 74–81.
Третьяк О. А., Румянцева М. Н. Сетевые формы межфирменной кооперации: подходы к объяснению феномена // Российский журнал менеджмента. – 2009 – № 2. – С. 25–50.
Юлдашева О. У. Маркетинг взаимодействия: философия и методология межфирменных коммуникаций // Маркетинг. – 2009 – № 3. – С. 32–39.
Халуев К. О. Маркетинг отношений – современный подход в работе банка с клиентами // Маркетинг. – 2008. – № 5, – С. 44-55.
Халуев К. О. Маркетинг банковских услуг через Интернет // Маркетинг. – 2010. – № 1, – С. 48–51.
Adler L. 1966. Symbiotic marketing. – Harvard Business Review 45 (2),1966. – Р. 59–71.
Alajoutsijarvi K., Möller K., Rosenbroijer C.-J. Relevance of focal nets in understanding the dynamics of business relationships. – Journal of Business-to-Business Marketing 6 (3),1999. – Р. 3–35.
Alexander V. Museums and Money: The Impact of Funding on Exhibitions, Scholarship, and Management. – Bloomington, 2009. – Р. 45-52.
Alderson W. Dynamic Marketing Behavior: A Functionalist Theory of Marketing. – Homewood, IL,1965. – 345 р.
Anderson J., Hakansson H., Johanson J. Dyadic business relationships within a business network context. – Journal of Marketing 58 (4),1999. – Р. 1–15.
Arndt J. Toward a concept of domesticated markets. – Journal of Marketing 43 (4),1979. – Р. 69–75.
Berry L. Relationship marketing. In Emerging Perspectives of Service Marketing. Berry L., Shostack G., Upah G. (eds). – American Marketing Association: Chicago, IL,1983. – Р. 25–38.
Bryce H. Financial and Strategic Management for Nonprofit Organizations. – New Jersey. Prentice Hall, 2002.– 180 р.
Financial Accounting and Managerial Control for Nonprofit Organizations / Ed. by Herzlinger R. – Ohio: South-Western publishing, 2004.– Р. 33-42.
Clotfelter C. Federal Tax Policy and Charitable Giving. – Chicago: Univ. of Chicago Press, 2005.– 275 р.
Hakansson H. International Marketing and Purchasing of Industrial Goods: An Interaction Approach. – John Wiley and Sons: Chichester, England,1982. – Р. 22–31.
Hakansson H., Snehota I. No business is an island. – Scandinavian Journal of Management 5 (3),1989. – Р. 187–200.
Hallen L., Johanson J., Seyed-Mohamed N. Interterm adaptation in business relationships. – Journal of Marketing 55 (2),1991. – Р. 29–37.
Huber P., Worgotter A. Observations on Russian business networks. – Post-Soviet Affairs 14 (1),1998. – Р. 81–91.
Levitt T. After the sale is over. – Harvard Business Review 62 (1),1983. – Р. 87–93.
McGarry E. D. Some functions of marketing reconsidered. – In Theory of Marketing. Cox, Alderson (eds). – Homewood, IL,1950. – Р. 269–280.
McGarry E. D. Some viewpoints in marketing. – Journal of Marketing 17 (3),1953. – Р. 36–43.
Möller K., Halinen A. Business relationships and networks: managerial challenge of network era. – Industrial Marketing Management 28 (5),1999. – Р. 413–427.
Möller K., Svahn S., Rajala A., Tuominen M. Network management as a set of dynamic capabilities. – Proceedings of the 18th IMP Conference. – Dijon-Burgundy Graduate School of Management: Dijon, France, 2002. – 211 р.
Morgan R., Hunt S. The commitment-trust theory of relationship marketing. Journal of Marketing 58 (3), 1994. – H. 20–38.
.Strachmtz R., Toepler S. Kulturforderung: Mehr als Sponsoring. – Wiesbaden, 2003.– 222 р.
Trimarchi M. The Funding Process in a Comparative Perspective: Some Methodological Issues // A. Peacock, I. Rizzo. Cultural economics and cultural policies. – Boston, 2004.– Р. 62–73.
Turnbull P., Cunningham M. International Marketing and Purchasing: A Survey Among Marketing and Purchasing Executives in Five European Countries. – Macmillan Press: London, England,1981. – 421 р.
Turnbull P., Ford D. Interaction, relationships and networks in business markets: an evolving perspective. – Journal of Business and Industrial Marketing 11 (3/4),1996. – Р. 44–62.
Wilson D. Dynamic interaction: Some conceptualizations. In Organizational Buying Behavior. – Bonoma T., Zaltman G. (eds). – American Marketing Association: Chicago IL,1978. – 356 р.
Downloads
Published
How to Cite
Issue
Section
License
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
