Marketing and sales departments carry out two separate functions (Kotler et al. 2007, 1144); nevertheless, they must interact closely with each other, as both are essential parts for the marketing activities in each company. Each company has the goal to fulfill customer needs and also to match...

Marketing and sales departments carry out two separate functions (Kotler et al. 2007, 1144); nevertheless, they must interact closely with each other, as both are essential parts for the marketing activities in each company. Each company has the goal to fulfill customer needs and also to match...

[Einleitung ...] Ziel des vorliegenden Arbeitspapiers ist es zu untersuchen, welchen Stellenwert Kundenbindung im Bereich des Retail-Bankings in Deutschland hat. Die hier vorgestellten Ergebnisse basieren auf einer aktuellen Befragung 1.747 deutscher Banken vom Oktober 2013. Die Studie zielt...