Ce texte rappelle les changements qui ont donne naissance au marketing relationel, ses implications en matiere d'organisation de la fonction marketing au sein des entreprises et les conditions devant etre satisfaites pour qu'il soit mis en pratique dans le secteur du private banking.
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Paper provided by Ecole des Hautes Etudes Commerciales, Universite de Geneve- in its series Papers with number
99.08.
Length: 14 pages Date of creation: 1999 Date of revision: Handle: RePEc:fth:ehecge:99.08
Contact details of provider: Postal: Suisse; Ecole des Hautes Etudes Commerciales, Universite de Geneve, faculte des SES. 102 Bb. Carl-Vogt CH - 1211 Geneve 4, Suisse Web page: http://www.hec.unige.ch/ More information through EDIRC
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Find related papers by JEL classification: G20 - Financial Economics - - Financial Institutions and Services - - - General M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing D20 - Microeconomics - - Production and Organizations - - - General