search query: @freeterm MARKETINGSTRATEGIE, KUNDENDIENST / total: 4
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| Author: | Paltschik, M. Storbacka, K. |
| Title: | Monitoring the customer base to achieve profitability (Banken; Verbraucherforschung) |
| Journal: | Marketing and Research Today
1992 : AUG, VOL. 20:3, p. 155-166 |
| Index terms: | |
| Freeterms: | MARKETINGSTRATEGIE, KUNDENDIENST |
| Language: | eng |
| Abstract: | Banks are complicated network organisations with branch managers often possessing a considerable degree of freedom in the way they operate which makes it even more difficult to establish a clear corporate identity in a bank's relations with its customers. In this article the authors deal with the problem of profitability enhancement in retail banking and focus in particular on how banks can gain understanding of customer bases in order to enhance their profitability. |
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