Marketing in the Financial Consulting Industry: An Analysis of Common Marketing Procedures
Keen, Jeffrey R.
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While analyzing the profession of financial consulting, this paper begins with an explanation of strategic business planning. Section 2.2 defines strategic planning, addresses why it is important, and tells how it is used in a small business setting. In following, Section 2.3 details the common marketing planning techniques of small businesses, and how these practices should mesh with a strategic business plan. This information serves as a basis for comparison in the following section. Section 2.4 explores marketing specifically within the financial consulting industry. Many consultants have the same business goals as other small businesses, but do not usually market with the same attention to planning. This section concludes with an identification of industry factors that lead to these marketing flaws. In addition, the research ends with Section 2.5, which analyzes the marketing efforts of three consultants with whom I worked. These analyses begin with candid descriptions of their marketing procedures, and then conclude with performance evaluations.
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