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- Title
MARKETING INNOVATIVE PRODUCTS AND SERVICES.
- Authors
Polk, Xanshunta L.
- Abstract
The present study examined what innovative marketing process should be emphasized when developing new financial service products. As well as, examining what types of innovations have worked best for the financial service industry. The factors examined were innovation initiatives, new product development, new product performance, new services performance, new financial products and services, and value adding innovations. This study concludes that Stage-Gate evaluation process, coupled with value adding efforts, and CRM technology increases the likelihood of new financial products and services being profitable. When done properly new financial product and service innovations improve brand image, bring in new customers, and sustain the longevity of the organization.
- Subjects
FINANCIAL services industry; MARKETING of new products; MARKETING strategy; TECHNOLOGICAL innovations; BRAND image; BRAND evaluation
- Publication
Consortium Journal of Hospitality & Tourism, 2011, Vol 15, Issue 2, p45
- ISSN
1535-0568
- Publication type
Article