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.
International Journal of Bank Marketing – Emerald Publishing
Published: Jan 1, 1987
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