Reaching the small business market. (banks' marketing campaigns for small businesses): An article from: Bank Marketing

This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on March 1, 1992. The length of the article is 1766 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Banks intent on tapping the small business market should develop marketing strategies that cater to the specific needs of the targeted type of small business. Three groups of small businesses make up the majority of the market, each requiring a different marketing schemes. These are the home-based enterprises, the stable and highly visible small companies and the fast-growing small businesses. The home-based firms have simple needs and usually avail of bank services based on proximity, thus making household-oriented marketing strategies suitable to the group. The stable small companies epitomize the small businesses with simple and recurring needs for which marketing pitches that use a blend of advertising, direct mail and relationship building are suitable. The fast-growing firms have complex and continuously changing needs and are hard to reach through usual advertising media. These firms are best reached through their lawyers or accountants, or through other fast-growing firms.

Citation Details
Title: Reaching the small business market. (banks' marketing campaigns for small businesses)
Author: David L. Birch
Publication:Bank Marketing (Magazine/Journal)
Date: March 1, 1992
Publisher: Bank Marketing Assn.
Volume: v24 Issue: n3 Page: p20(4)

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