Managing customer relationship within financial organisations

Hanić, Hasan and Domazet, Ivana (2011) Managing customer relationship within financial organisations. Polish journal of management studies, 4. pp. 151-166. ISSN 2081-7452

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The paper points out the key market changes in the first decades of the twenty-first century and their implications on business philosophy, concepts, principles and techniques of relationship marketing from the point of making strategic marketing decisions within financial organizations. In this context points are made to the important role of information and communication technologies (ICT) in accomplishing executive and creative marketing activities, highlighting the analysis of the process of customer relationship management (CRM) in financial organizations and providing rational insight in CRM potential for improving business results, in order to identify useful tools in this complex area, and offer appropriate solutions, which confirms the benefits of its application in financial services.

Item Type: Article
Additional Information: COBISS.ID=512164450
Uncontrolled Keywords: Marketing, CRM concept, Financial organization, Information and communication technologies, Value chain
Research Department: Digital Economics
Depositing User: Mrs Aleksandra Bradic-Martinovic
Date Deposited: 04 Feb 2016 19:31
Last Modified: 10 Jun 2020 13:39

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