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PINTO, D. D. The Web Marketing Mix (4S Model): a case study in a Brazilian financial institution. 2006. 154f. Máster – Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto, Universidade de São Paulo, Ribeirão Preto, 2006. The electronic commerce has expanded its area of application in industries as banking services and it has especially generated new business opportunities and made possible the presence of companies in new markets. This phenomenon motivated the necessity of development and adaptation of tools to analyze this new reality. With the intention to make a critical analysis of the Web Marketing Mix (Model 4S), an exploratory case study was fulfilled in a Brazilian financial institution which has an electronic commerce site. And to provide the application of this mode it was developed a research instrument. The case study has disclosed that the financial institution reflected on the main strategical and operational aspects of Internet marketing (scope, site, synergy and system). As main results of this study can be detached that the scope of this electronic commerce, is come back toward the establishment of the international presence of the financial institution; the site or interface with the customer focuses on-line banking services; the synergy was acquired by the integration of the physical process of the organization and with the creation of partners; and about system, or either, technology, technical requirements and site administration, the main decision was to make, not buy.

O composto mercadológico para web (modelo 4S): um estudo de caso em uma instituição financeira brasileira