Database marketing management for agricultural lenders

David M Kohl, Dixie Watts Reaves, Amanda Wilson and Barbara Newton

American Bankers Association, 1998, vol. 11, issue 4

Abstract: Many ag lenders are using databases to improve marketing techniques and customer segmentation in the competitive agricultural lending environment. Continual awareness of needs and perceptions of the customers is a critical element of the success of a progressive lending institution. Lenders are examining product and service use by agricultural customers to determine relationship between business and personal characteristics. The latter method is an attempt to gain a competitive edge by courting a customer at point of anticipation rather than point of sale.

Keywords: Agricultural; Finance (search for similar items in EconPapers)
Date: 1998
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