Differential marketing of commercial banks

Author: Shang Shiwen
Publisher:
Publish Date: 2003-03-01
Features: Introduction
Customers are the foundation for the survival and development of banks. In the context where customers demand increasingly high-quality differentiated financial products from banks, banks must maintain an invincible position in the fierce market competition by analyzing the potential needs of customers with a strategic perspective, addressing their current needs, and promoting financial products tailored to specific customer groups. Therefore, the emergence of differentiated marketing in recent years has become a striking feature of bank marketing. This book analyzes the concept, principles, and conditions for implementing differentiated marketing, and combines specific cases to focus on the retail business of commercial banks.