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Marketing Bank Services to Corporate Customers The Importance of Relationships

Marketing Bank Services to Corporate Customers The Importance of Relationships The key to successful performance in the market for corporate accounts lies in the management of customer relationships. Key existing and potential customers must be identified, and the development of longterm relationships with these targeted accounts requires important research, planning and operating decisions and associated longterm investment. A growing recognition of the importance of the corporate treasurer, and the factors that determine a company's financial responsiveness are explored, together with the concept of relationship banking, with its longterm goals looking to banking advantages over a lengthy time span. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Bank Marketing Emerald Publishing

Marketing Bank Services to Corporate Customers The Importance of Relationships

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-2323
DOI
10.1108/eb010796
Publisher site
See Article on Publisher Site

Abstract

The key to successful performance in the market for corporate accounts lies in the management of customer relationships. Key existing and potential customers must be identified, and the development of longterm relationships with these targeted accounts requires important research, planning and operating decisions and associated longterm investment. A growing recognition of the importance of the corporate treasurer, and the factors that determine a company's financial responsiveness are explored, together with the concept of relationship banking, with its longterm goals looking to banking advantages over a lengthy time span.

Journal

International Journal of Bank MarketingEmerald Publishing

Published: Jan 1, 1987

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