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Internet Marketing at Barclay's Bank - Research Paper Example

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This study begins with the statement that online banking has surged in popularity in the last decade. Given this trend in a new competitive environment, it is significant for bank organizations to identify and achieve the competitive advantage involved in internet marketing and online-banking…
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Internet Marketing at Barclays Bank
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Download file to see previous pages The paper will be focused on assessing the advantage of internet compared with other marketing tools. It will try to identify the shortcomings of Barclay’s internet marketing through the comparison with its four main competitors. Finally, the recommendation will be given for the improvement of Barclay’s internet marketing. Barclays Bank is chosen because it is a typical bank that operates in both domestic and international banking service market, and it provides a wide range of products and services from basic retail banking services to asset management and investment banking services. Therefore, it could be a representative case for exploring the issue of internet marketing in various kinds of bank organizations. Barclays is established in 1736, a London-based major global financial services provider which has 48 million customers worldwide and has operations in over 50 countries. It is the world’s 10th largest banking and financial service group. It reflects six main objectives of its internet presence. Firstly, it provides basic information of Barclay bank, and the link to the Barclay Plc is provided for the further exploration of the company. Secondly, it provides product and service information. The website clearly directs viewers to four levels of services, including Personal, Premier, Business, and Corporate. The products information provided in each four segment page is categorized according to the purpose of banking. In addition, the internet presence is also to promote its products and attract the customers. In each segment page, there are flowing pictures showing the recent promoting products. Fourthly, it is to stimulate communication and interaction between the bank and customers. ...Download file to see next pagesRead More
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