Marketing and Mobile Financial Services - A Global Perspective on Digital Banking Consumer Behaviour (Hardcover)

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.

General

Imprint:	Crc Press
Country of origin:	United States
Series:	Routledge Studies in Marketing
Release date:	2019
First published:	2019
Editors:	Aijaz A Shaikh • Heikki Karjaluoto
Dimensions:	234 x 156 x 26mm (L x W x T)
Format:	Hardcover
Pages:	296
ISBN-13:	978-0-8153-8694-0
Categories:	Books > Business & Economics > Business & management > International business Books > Business & Economics > Finance & accounting > Finance > Banking Books > Business & Economics > Business & management > Sales & marketing > General Books > Business & Economics > Industry & industrial studies > Service industries > Financial services industry Books > Money & Finance > Banking Promotions
LSN:	0-8153-8694-X
Barcode:	9780815386940

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