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

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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.

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