文章基本信息

标题：Strategic views regarding the relationship marketing approach and the transactional marketing approach within the financial and banking segment
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作者：Filip, Alina ; Pop, Nicolae
期刊名称：Management & Marketing
印刷版ISSN：1842-0206
出版年度：2007
卷号：2
期号：3
出版社：Economic Publishing House
摘要：The study discusses the strategic aspects of relational marketing in the financial and banking sector, from the point of view of the influences the field is subject to, and based on the theoretical advances in the domain. The maintenance of the relationships with the present customers, as well as the future oriented attempts to gain new clients are critically examined, in the context of a field where “a banker’s word is a banker’s bond”.
关键词：relationship marketing; financial and banking sector; strategic marketing.