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Study of the Institutional Banking Marketing Strategy in A Bank B Sub-branch

王梦

云南大学

Abstract: Institutional banking is the core business of commercial bank,it helps banks to stay competitive.Commercial banks are facing problems because of continuous search for financial innovation and intense activity from competitors.The traditional “waiting for customer” strategy does not work.Commercial banks are seeking for new ways to improve the quality of service and its own benefits.The idea of “customer-oriented” is generally accepted.Commercial banks experience difficulties during their marketi... More
Keywords：

Commercial bank; institutional banking; marketing template; management of relationships with customers; 4Rs marketing theory;

  • Series：

    (J) Economics ＆ Management

  • Subject：

    Enterprise Economy; Finance

  • Classification Code：

    F832.33;F274

Tutor：

胡其辉;

Retraction:

工商管理硕士（MBA）（专业学位）

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