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| Author: | Dibb, S. MEadows, M. |
| Title: | Relationship marketing and CRM : a financial services case study |
| Journal: | Journal of Strategic Marketing
2004 : VOL 12:2, p. 111-125 |
| Index terms: | RELATIONSHIP MARKETING CUSTOMER RELATIONSHIP MANAGEMENT (CRM) FINANCIAL SERVICES CASE STUDIES |
| Language: | eng |
| Abstract: | Implementation of CRM in the retail financial services sector and the shift towards relationship marketing principles is considered in this article. A case study where is reported company´s goals especially moves to enhance customer data is introduced. The theroetical basis for the shift towards a relationship marketing perspective in the financial services industry is also examined. |
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