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

Marketing financial services to businesses: a critical review and research agenda 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

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

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Publisher
Emerald Publishing
Copyright
none
ISSN
0265-2323
DOI
10.1108/02652329910269194
Publisher site
See Article on Publisher Site

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.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Jun 1, 1999

Keywords: Business‐to‐business marketing; Financial services; Literature; Marketing research

References

  • Relationship intermediaries: business advisers in the small firm‐bank relationship
    Butler, P; Durkin, M
  • Marketing private bank services to family businesses
    Dreux, D.D.; Brown, B.M
  • Finance for small and medium‐sized enterprises: information and the income gearing challenge
    Edwards, P; Turnbull, P.W
  • Good and bad customers: the benefits of participating in the banking relationship
    Ennew, C.T; Binks, M.R
  • Relational norms and client retention: external effectiveness of commercial banking in Canada and Mexico
    Paulin, M.; Perrien, J.; Ferguson, R.J; Salazar, A.M.A.; Seruya, L.M
  • Banking and financial service relationships
    Proenca, J; Castro, L.M.
  • Marketing derivatives: a question of trust
    Sheedy, E.
  • Exchange relationships in financial services: marketing equities to institutions
    Tyler, K.
  • Bank‐company interactions and relationships: some empirical evidence
    Zineldin, M

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