Name: Marketing and Mobile Financial Services: A Global Perspective on Digital Banking Consumer Behaviour (Routledge Studies in Marketing) (en Inglés)
SKU: 55623317
Price: 252.84 PEN
Availability: InStock
Author: Aijaz A. Shaikh (Editor), Heikki Karjaluoto (Editor)
ISBN: 9780367662820

portada Marketing and Mobile Financial Services: A Global Perspective on Digital Banking Consumer Behaviour (Routledge Studies in Marketing) (en Inglés)

Marketing and Mobile Financial Services: A Global Perspective on Digital Banking Consumer Behaviour (Routledge Studies in Marketing) (en Inglés)

Formato

Libro Físico

Editorial

Routledge

Autor

Aijaz A. Shaikh (Editor), Heikki Karjaluoto (Editor)

Idioma

Inglés

N° páginas

296

Encuadernación

Tapa Blanda

ISBN13

9780367662820

N° edición

Marketing and Mobile Financial Services: A Global Perspective on Digital Banking Consumer Behaviour (Routledge Studies in Marketing) (en Inglés)

Aijaz A. Shaikh (Editor), Heikki Karjaluoto (Editor) (Autor) · Routledge · Tapa Blanda

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Reseña del libro "Marketing and Mobile Financial Services: A Global Perspective on Digital Banking Consumer Behaviour (Routledge Studies in Marketing) (en Inglés)"

Mobile financial services (MFS) are of major interest and importance to both researchers and practitioners. The role played by nonbanking actors including telecoms and FinTech firms as well as other participants, such as PayPal and Amazon, in developing and deploying innovative financial and payment services is undeniable. Peer2peer (P2P) payments from nonbank services are becoming increasingly commonplace and will shortly be codified by EC (EU?) regulations requiring banks to provide access to consumer data for third-party app developers and service providers.Three major mobile financial systems--mobile banking, mobile payments, and branchless banking--currently dominate the electronic retail banking sector. Although interconnected and interrelated, their business models, regulatory frameworks, and target markets are distinct. This book provides a unified perspective on MFS and discusses its evolution, growth, and future, as well as identifying the frameworks, stakeholders, and technologies used in financial information systems in general and MFS in particular. Academics and researchers in digital and financial marketing will find this book an invaluable resource, as will bank executives, regulators, policy makers, FinTech professionals, and anyone interested in how mobile technology, social media and financial services will increasingly intersect.