The CRM Process and the Banking Industry: Insights from Marketing Literature

Mantrala, M. K.; Krafft, M.; Dong, B.; Raman, K.

Abstract

Cite as

Mantrala, M. K., Krafft, M., Dong, B., & Raman, K. (2007). The CRM Process and the Banking Industry: Insights from Marketing Literature. In Ravi, V. (Ed.), Advances in Banking Technology and Management: Impact of ICT and CRM (pp. 159–185). Hershey: IGI Global.

Details

Publication type
Research article (book contribution)

Publication status
Published

Year
2007

Book title
Advances in Banking Technology and Management: Impact of ICT and CRM

Editor
Ravi, V.

Start page
159

End page
185

Publisher
IGI Global

Place
Hershey