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商品編號： 9-102-072 出版日期： 2002/03/19 作者姓名： Narayanan, V.G.;Brem, Lisa 商品類別： Other 商品規格： 20p 再版日期： 2007/05/30 地域： Canada 產業： Banking and investment industry 個案年度： 1998 - 2000
商品敘述：
The Royal Bank of Canada uses customer relationship management and customer profitability tools to gain a competitive advantage in Canada''s increasingly crowded financial services market. The case presents two pricing and customer management issues: one from the point of view of the vice president of customer relationship marketing and the other from a line manager''s perspective.
涵蓋領域：
Competitive advantage;Cost accounting;Sales cycles;Customer relationship management;Advertising;Economics;Business and government relations;Accounting;Cause marketing;Banks and banking;Pricing strategy;Cross-functional management;Profitability
相關資料：
Case Teaching Note, (5-103-013), 15p, by V.G. Narayanan;Spreadsheet Supplement, (XLS405), 0p, by V.G. Narayanan, Lisa Brem
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