2015 | OriginalPaper | Buchkapitel
The Marketing of Personal Financial Counseling: Some Propositions
verfasst von : S. Tamer Cavusgil, Arno Kleimenhagen
Erschienen in: Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference
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Focusing on the special problems faced by the providers of personal financial counseling, this paper develops seven propositions designed to improve marketing productivity among these institutions. The basis for these propositions is the authors’ observations of the financial counseling industry and a series of focused-group interviews among counselors as well as potential clients. The paper also presents an action-oriented methodology helpful for attracting and maintaining clients.