Marketing Bank Services to Corporate Customers: The Importance of Relationships

Abstract

The key to successful performance in the market for corporate accounts lies in the management of customer relationships. Key existing and potential customers must be identified, and the development of long‐term relationships with these targeted accounts requires important research, planning and operating decisions and associated long‐term investment. A growing recognition of the importance of the corporate treasurer, and the factors that determine a company's financial responsiveness are explored, together with the concept of relationship banking, with its long‐term goals looking to banking advantages over a lengthy time span.

Citation

Turnbull, P.W. and Gibbs, M.L. (1987), "Marketing Bank Services to Corporate Customers: The Importance of Relationships", International Journal of Bank Marketing, Vol. 5 No. 1, pp. 19-26. https://doi.org/10.1108/eb010796