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The Transition To Customer Focused Approach In Corporate Banking

Author

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  • Hrisina Hristova

    (Varna University of Economics)

Abstract

The development of marketing theory in combination with the new business realities necessitates a serious rethinking of the approach used towards customers. Taking into consideration the extremely uncertain and volatile market conditions, the increased requirements of corporate customers and the changes in their wants, the need for repositioning the strategic priorities of the bank is understandable. In the present article there is made an attempt at comparing the transactional orientation typical of banking institutions and the type of banking that emphasizes the development of long - term relations with key customers. The aim of the work is to underscore the advantages brought by the use of customer - oriented strategy in corporate banking.

Suggested Citation

  • Hrisina Hristova, 2012. "The Transition To Customer Focused Approach In Corporate Banking," Business & Management Compass, University of Economics Varna, issue 2, pages 99-109.
    • Handle: RePEc:vrn:journl:y:2012:i:2:p:99-109
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    More about this item

    JEL classification:

    • G00 - Financial Economics - - General - - - General
    • G29 - Financial Economics - - Financial Institutions and Services - - - Other
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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