论文信息 - The implementation of relationship marketing in commercial banking

The implementation of relationship marketing in commercial banking

Abstract Buyer-seller relationships are attracting increasing interest among practitioners. However, the issue of implementing relationship marketing within an organization has not yet been tackled. On the basis of data derived from the banking industry, the authors argue that implementation of a relational approach to seller-buyer exchanges is a strategic issue impacting on major corporate decisions such as the definition of profit centers, human resources management, and organizational structure.

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