Commercial Bank Marketing: Cases and Practices: Cases and Practices

Author: Ye Wangchun
Publisher:
Publish Date: 2004-01-01
Features: This book is practical in content and highlights its themes. It revolves around the topic of how to acquire and retain customers. In the chapter Marketing Overview, the authors explain the fundamental principle that the goal of banking marketing activities is to attract new customers and retain existing ones. Chapters 2, 3, 4, and 5 discuss how to use strategies, tactics, and organizational arrangements to acquire customers. Chapters 7 and 8 focus on maintaining good customer relationships and providing high-quality services to retain customers. The book is well-structured, with a clear main thread, giving readers a seamless reading experience. It comprehensively interprets the characteristics of banking marketing, summarizes the current state of marketing both domestically and internationally, and looks ahead to the future. I believe this book has high reference value for both theoretical research and practitioners, and it is worth reading for everyone.