Abstract
This paper develops strategic marketing guidelines for financial planning professionals. The literature shows that because services such as legal, medical and financial are inherently difficult for many clients to evaluate even after purchase and use, providers have many unique marketing obstacles and opportunities. A survey of 272 financial planners provided the basis for our model. We combined these results with the credence services literature to develop strategic marketing guidelines that are specific for financial planners but can function as a model for other credence service providers.
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