244 страниц. 2012 год. LAP Lambert Academic Publishing Relationship Marketing in Retail banking is an intellectual detail of consumer behavior with respect to banking. It explores the banking habits of consumers and the approaches that retail banks can adopt to strengthen relationship with their customers. The book lays out a researched & working 6-C Relaionship CRM Model for retail banking. A model that retail banking institutions can adopt to draft marketing strategies to attract and retain customers.