Critically Optimising a Relationship Marketing Programme: The Case of a Commercial Bank

Abstract

The increased extent of marketing in the banking industry calls for the need to judge the appropriateness of marketing programmes more critically. However, optimising such programmes in terms of the mix of marketing activities... [ view full abstract ]

Authors

  1. Irute Daukseviciute (Henley Business School)
  2. Lyndon Simkin (Henley Business School)

Topic Area

Marketing Research & Methodology Track: Click here for the Marketing Research & Methodolog

Session

PT7-MC5 » Marketing Communications (15:30 - Thursday, 9th July)

Paper

Paper_2015_v9_with_names.pdf

Presentation Files

The presenter has not uploaded any presentation files.