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Marketing financial services to businesses: a critical review and research agenda

Katherine Tyler (Director of the Business Markets Research Centre, Harrow Business School, University of Westminster, London, UK)
Edmund Stanley (Researcher, Harrow Business School, University of Westminster, London, UK)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 1 June 1999

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Abstract

Reviews the existing literature on the marketing of financial services to businesses. There are three principal aims: to anatomise differences within the literature in conclusion and methodology; to problematise these divisions; and to provide an approach which reconciles difference, rather than stumbling over it. The literature is divided along epistemological, methodological, perspective and market lines. Through analysis, a perspective has emerged which understands these divisions as complementary, and significant in the development of the literature. This development is characterised by an increasing examination of specialist contexts, and the utilisation of more rigorous empirical research methods. This in turn not only increases the coherence of the literature, but also its predictive, transferable and nomothetic value. The examination of the development and characteristics of the literature has been used to develop a research agenda.

Keywords

Citation

Tyler, K. and Stanley, E. (1999), "Marketing financial services to businesses: a critical review and research agenda", International Journal of Bank Marketing, Vol. 17 No. 3, pp. 98-115. https://doi.org/10.1108/02652329910269194

Publisher

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MCB UP Ltd

Copyright © 1999, Company