Emerging Critical Success Factors in Marketing to the Smaller Business: Issues and Trends from the US Market

Abstract

In developed economies worldwide, small‐and medium‐sized businesses (SMEs) account for over 90 per cent of all businesses and 40 to 50 per cent of GNP. Bank marketers targeting this strategic segment should be aware that the buying behaviour of SMEs is very different from that in larger corporations. Presents a new model of SME buyer behaviour and provides critical success factors for those marketing financial services to this segment.

Citation

Maru File, K. and Prince, R.A. (1992), "Emerging Critical Success Factors in Marketing to the Smaller Business: Issues and Trends from the US Market", International Journal of Bank Marketing, Vol. 10 No. 5, pp. 19-25. https://doi.org/10.1108/02652329210016830