The Marketing of Financial Services to the Small Business Sector — A Research‐based Approach

Abstract

Small businesses account for over 90 per cent of business establishments in the United Kingdom and a similar proportion of Barclays Bank's corporate customer base. Until recently, they had been dealt with individually, the marketing built around customers rather than a particular product. This article looks at events which led to an emphasis being placed on this sector and the use of research in the marketing process.

Citation

McKibbin, G. and Gutmann, J. (1986), "The Marketing of Financial Services to the Small Business Sector — A Research‐based Approach", Marketing Intelligence & Planning, Vol. 4 No. 3, pp. 46-56. https://doi.org/10.1108/eb045731