The financial industry is under constant pressure to improve profits, attract and retain high-value clients, and maintain brand equity. This book gives marketing and sales professionals the information they need to produce maximum value from each marketing dollar. Anyone in the financial...

1. Introduction -- 2. Teaching and research in small business enterprise marketing : a critique and some alternatives -- 3. 'If a picture paint a thousand words' : reaching beyond the traditional for alternative insights -- 4. Qualitative methodologies for enterprise research. -- 5. Quantitative...