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The marketing‐finance interface towards financial services with special reference to the new services provided by futures exchanges

Joost M.E. Pennings (Office for Futures and Options Research, University of Illinois at Urbana‐Champaign, Illinois, USA)
Martin G.M. Wetzels (Department of Marketing and Marketing Research, University of Maastricht, The Netherlands)
Matthew T.G. Meulenberg (Department of Marketing and Marketing Research, Wageningen University, Wageningen, The Netherlands)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 June 1999

Abstract

The financial services industry is one of the fastest growing service industries. The financial services industry includes financial derivatives markets such as options and futures markets. In order to ensure survival, firms providing financial services show a rapid product innovation. However, for financial services the risk of failure is considerable. Argues that a synthesis between the financial approach and the marketing approach towards financial services provides a conceptual framework for analysing the possible success or failure of futures contracts. The synthesis is illustrated by an empirical study of a new futures contract that might possibly be introduced.

Keywords

Citation

Pennings, J.M.E., Wetzels, M.G.M. and Meulenberg, M.T.G. (1999), "The marketing‐finance interface towards financial services with special reference to the new services provided by futures exchanges", European Journal of Marketing, Vol. 33 No. 5/6, pp. 531-547. https://doi.org/10.1108/03090569910262107

Publisher

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MCB UP Ltd

Copyright © 1999, MCB UP Limited