Bank Marketing in Commercial Banks: New Century Finance Series Textbooks

Author: Zhang Xuetao
Publisher:
Publish Date: 2004-12-05
Features: This book focuses on commercial banks and starts from the basic theories of marketing to explore the updates in marketing concepts for modern commercial banks, the establishment of strategic thinking and market positioning, the selection of marketing methods and marketing mix, as well as the development of bank culture. Drawing on examples and experiences from domestic and international commercial banks in implementing the customer relationship management (CRM) system, it provides a comprehensive and systematic introduction to the CRM system and practical operational skills of commercial banks. This includes the establishment and promotion of the CRM system, the management and training of customer managers, customer development, customer relationship maintenance, customer risk prevention and management, among others, achieving certain innovations and breakthroughs. The book can serve as a professional textbook for finance majors and finance MBA programs in higher education institutions, as well as a reference for bank marketing personnel or a training manual.