Centro de Documentacion de Fundación MAPFRE - How banks and insurers shop for technology : pick the right marketing channels to influence the sale

MAP20080048167

How banks and insurers shop for technology : pick the right marketing channels to influence the sale / by Ellen Carney with Eric G. Brown and Christina Lee. — Cambridge : Forrester Research, 2008

(For technology product management & marketing professionals)

Sumario: There are big differences between banking and insurance, even regarding what will persuade insurance or banking technology executives to buy. Earlier this year, Forrester invited a number of North American banking and insurance executives to tell us how they do their homework when it comes to purchasing network and telecommunications technology. It turns out that each industry has clear and different preferences when it comes to selecting which marketing channels deliver information that they can trust when learning about new products, staying ahead of the competition, and even advancing their careers. Technology marketers can maximize their marketing spend by becoming information authorities, pushing needed insights through the right channels that show shoppers how they can grow their business and their careers

1. Entidades financieras . 2. Empresas de seguros . 3. Banca . 4. Distribución comercial . 5. Canales de distribución . 6. Telecomunicaciones . 7. Tecnologías interactivas . 8. Marketing de servicios . 9. Márketing de la empresa de seguros . I. Brown, Eric G. . II. Lee, Christina . III. Forrester . IV. For technology product management & marketing professionals . V. Título.