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- W1811191004 abstract "For defining the subject and for a closed understanding, the terms SME finance (in Germany) and financial marketing are defined in the first chapter of this paper. The explanation of the funding policy of German SMEs and conceptual explanations for SME loan lead further into the subject of this paper. Chapter two combines several components of the theory of marketing and the financial theory, assuming to develop a theory of financial marketing of a SME bond. The findings of the theory of disintermediation, the transaction cost theory and agency theory justify the need of financial marketing. With a digression to behavioral finance, an explanation of the decision-making and buying behavior of SME bond investors is given. The financial market research (chapter three) is used to provide empiric information about the market environment of an SME loan in Germany to obtain, analyze, and derive conclusions. Chapters four and five depict a strategic and instrumental marketing approach of a SME bond. Here, the focus deals with the marketing mix, the use and design of marketing instruments (4 Ps). In the further progress the paper seeks and finds close practical links with an interview of a successful SME bond issuer in Germany called “Halloren Schokoladenfabrik GmbH”. The summarized results of a unique survey among 57 German SME bond issuers and an outlook on the future development of the financial marketing of a SME bond complete the work in Chapter seven. Note: Document is in German." @default.
- W1811191004 created "2016-06-24" @default.
- W1811191004 date "2011-01-01" @default.
- W1811191004 modified "2023-09-26" @default.
- W1811191004 title "Financial Marketing of SME Bonds (Finanzmarketing einer Mittelstandsanleihe)" @default.
- W1811191004 doi "https://doi.org/10.2139/ssrn.1978376" @default.
- W1811191004 hasPublicationYear "2011" @default.
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