A Case Study of a multinational Bank’s Use of Relationship marketing in Corporate Banking

  • Himanshu Tambe
  • Sanjay S. Mehta
Conference paper
First Online:
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

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.

Keywords

Banking Industry Relationship Market Banking Relationship Relationship Market Corporate Banking 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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Reference

  1. Moriarity, Rowland T., R. C. Kimball, and John H. Gay (1983), "The Management of Corporate Banking Relationships," Sloan Management Review, (Spring), 3-15.Google Scholar

Copyright information

© The Academy of Marketing Science 2015

Authors and Affiliations

  • Himanshu Tambe
    • 1
  • Sanjay S. Mehta
    • 2
  1. 1.National University of SingaporeClemsonUSA
  2. 2.The University of Texas of the Permian BasinClemsonUSA

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