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Thesis in banking marketing

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Thesis report on crm in banking Several topics are covered, including marketing metrics and accountability; challenges in the implementation of profitable customer management approaches in practice; analytic versus heuristic (‘rule of thumb’) decision making; and the modification of costly customer behavior in order to increase customer profitability, customer lifetime value (CLV), and customer equity, i.e. The thesis critiy reviews the concept of customer equity and proposes a Customer Equity Scorecard, providing a starting point for a constructive dialog between marketing and finance concerning the development of appropriate metrics to measure marketing outcomes. Keywords E-CRM; E-CRM in banking; E-CRM in online banking; relationship marketing;. Customer Relationship Management in banking thesis employs.

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