L'approche relationnelle dans les banques. Mythe ou réalité ?

Véronique des Garets, Mathieu Paquerot and Isabelle Sueur

Revue française de gestion, 2009, vol. n° 191, issue 1, 123-138

Abstract: This article deals with the question of relational marketing in the banking sector. First, the authors show that relational marketing is appropriate in this sector. Second they highlight the changes that deeply modify a banker?s occupation because banks have diversified themselves in new sectors in very different ways from the traditional strategic activities. These changes lead us to wonder whether banks are really customer-centric.

Date: 2009
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