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商品編號: W20289 出版日期: 2020/04/16 作者姓名: Puri, Sandeep;Manalac, Maria Theresa;Ranjan, Jayanthi 商品類別: Marketing 商品規格: 6p 再版日期: 地域: Philippines 產業: Banking;Finance & insurance 個案年度: 2019 -
商品敘述:
In June 2019, a newly promoted branch manager of a bank in Davao City, Philippines, must recommend to the bank''s head office who among six loan applicants will obtain loans from the branch. She has received applications for 24 million in loans but can only grant 18 million. The branch manager needs to (a) decide how much to loan and to which customers, (b) find ways to retain valuable customers and acquire new ones, and (c) consider new avenues to accommodate the increasing number of applicants at her branch. The case encourages students to apply customer relationship management concepts in deciding which borrowers to recommend and it offers an opportunity to discuss the role of marketers as trusted advisers to their clients.
涵蓋領域:
Customer acquisition;Customer relationship management;Customer retention;International business;Marketing
相關資料:
Case Teaching Note, (W20290), 15p, by Sandeep Puri, Maria Theresa Manalac, Jayanthi Ranjan
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