One‐to‐one marketing has received increased attention by academics and practitioners. In essence, one‐to‐one marketing reconfigures the familiar four Ps into one element: the relationship. It represents the ultimate expression of target marketing ‐ a market of one ‐ or at least one...

Customer Relationship Management concept is tendency of banking sector to establish and maintain long-term relationships with customers in order to provide value for customers and banks. This concept allows bank to identify, segment, communicate and build long-term relationships with customers...