Introduction Barclays is a global bank. It provides a range of financial services in 56 countries. Barclays provides retail banking services to customers, whether they are individuals or businesses. It offers a broad range of financial products and services including current accounts, savings accounts and general insurance. Within the UK, Barclays communications are designed to help customers ‘Take One Small Step’ to managing their money better every day. Different kinds of customers represent distinct markets for Barclays. The market for personal banking services is very competitive….