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Relationship vs. Deal-Based Lending in International
Markets. Edition No. 1
VDM Publishing House, Dec 2008, Pages: 100
Globalisation creates more freedom of choice.
Consequently customers are able to focus on
self-realization. This makes customer management
complex, due to the decreasing willingness of
customers to join relationships. However, it makes
it necessary due to intense competition.
The complex part of ‘Customer Loyalty
Management’ is the impossibility to deduce the
economical success out of sales of products. In
fact, economic goals are the result of pre-
economic measures.
Consequent customer orientation forms the final
goal to increase the value for each customer and use
the synergies derived from the ‘team-play’ of
Investment Banking and Commercial Banking.
The book's aim is to provide a framework in the wide
ranging field of Customer Relationship Management
and puts the customer back in focus.
The discussion examines the poles – relationship vs.
the pure transaction strategy. After the
introduction in the business and the background
forces, the debate introduces tools for building a
valuable customer management and supports its
arguments with graphical material and diagrams for
quick insights and reference to each topic.
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