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Renuka GARG

1. Case Study Research: CRM best practices in a Foreign Bank in India
Rezumat:The current paper studies the deployment of CRM best practices in the context of Indian retail banking, specific to a very prominent foreign bank situated in the country. The paper lists 29 CRM best practices culled from recent literature. Further, the research elaborates how well the best practices have been deployed in the selected bank. The study reveals that, excepting a few, many of the best practices are actually very well-deployed. The case study report will definitely guide other lagging Indian banks and even other non-banking service sector firms to go for comprehensive deployment of CRM best practices.
Autor(i):Kallol DAS, Renuka GARG
Publicat în:Revista Română de Marketing 4/2011 [Volume 6, Issue 4] (octombrie-decembrie)
Cod citare:2818

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