Relationship Marketing: Process, Performance and Profit - Hardcover

Financial Institutions Marketing Association

9781557387226: Relationship Marketing: Process, Performance and Profit

Hardcover

ISBN 10: 1557387222 ISBN 13: 9781557387226

Publisher: Irwin Professional Publishing, 1994

Relationship marketing. Just a few short years ago, it was the hottest new marketing strategy in financial services. Today it has evolved into one of the most effective ways to build profits, as well as to increase customer loyalty and enhance efficiency.
This exciting new volume offers you an opportunity to look inside the institutions that have used relationship marketing with success in recent years and benefit from the lessons they learned along the way.
Take a new look at relationship marketing...as a process, not a project. Find out how to use today's tools - modeling, profit quadrant mapping MCIFs - to identify the potential of customer households. Identify household behaviors - high-balance, ATM users - to develop products and offers to match their needs.
It's all here. The best and most up-to-date knowledge about relationship marketing. And with competition in financial services promising to do nothing but heat up, it's more important than ever to have this information on your fingertips.

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