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Database marketing management for agricultural lenders

Author

Listed:
  • Kohl, David M
  • Dixie Watts Reaves
  • Wilson, Amanda
  • Newton, Barbara

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.

Suggested Citation

  • Kohl, David M & Dixie Watts Reaves & Wilson, Amanda & Newton, Barbara, 1998. "Database marketing management for agricultural lenders," American Bankers Association, American Bankers Association > Journal of Agricultural Lending, vol. 11(4).
    • Handle: RePEc:ags:abajal:336433
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    File URL: https://ageconsearch.umn.edu/record/336433/files/ers2022-23-0389.pdf
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