Perrien, Jean; Filiatrault, Pierre; Ricard, Line - In: International Journal of Bank Marketing 10 (1992) 7, pp. 25-29
Competitive pressures as well as the search for fee‐based incomes, mainly derived from cross‐selling, have forced commercial financial institutions to redefine their marketing strategies and to focus on “relationship marketing”. Identifies the major problems raised by the implementation...