Abstract
We are witnessing a paradigm shift in the focus of marketing from one that has been transaction oriented to one that builds a value enhancing relationship with the customer. One of the earliest industries to jump onto the bandwagon of "Relationship Marketing" (RM) has been the banking industry. This study explores the multifaceted ramifications of implementing a relationship banking strategy in targeting the corporate client.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
Reference
Moriarity, Rowland T., R. C. Kimball, and John H. Gay (1983), "The Management of Corporate Banking Relationships," Sloan Management Review, (Spring), 3-15.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 The Academy of Marketing Science
About this paper
Cite this paper
Tambe, H., Mehta, S.S. (2015). A Case Study of a multinational Bank’s Use of Relationship marketing in Corporate Banking. In: Gomes, R. (eds) Proceedings of the 1995 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13147-4_60
Download citation
DOI: https://doi.org/10.1007/978-3-319-13147-4_60
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-13146-7
Online ISBN: 978-3-319-13147-4
eBook Packages: Business and EconomicsBusiness and Management (R0)