From both a strategic and practical viewpoint this report examines the role of web-based marketing in the financial services marketing mix. It defines the structure of web-based marketing and its role in e-business, and its function within the overall marketing framework, focusing on customer stickiness. The report analyses different online marketing techniques and their effectiveness, and assess the implications of technology as a key driver, implementation issues, performance measurement and online opportunities and threats.Case studies:The Woolwich Nordea AOL Europe Bankinter Macquarie Bank Banca Serfin Wells Fargo
