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Relationship marketing of financial services and its application in Thai finance companies | |
Author | Cheng, Gang |
Call Number | AIT RSPR no. SM-94-26 |
Subject(s) | Marketing |
Note | A research report submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
Publisher | Asian Institute of Technology |
Abstract | Relationship marketing has become a strategic dimension in the financial service marketplace. This report provides a unified body of knowledge on the concept of relationship marketing and how it should be implemented in general financial industry. An investigation is done to find out how the practioners in Thai finance companies perceive and apply this marketing approach. The conclusion is that relationship marketing is still at its infant stage in the Thai finance companies, therefore much time and effort will still be needed before the relationship marketing approach has brought to the finance companies large benefits. |
Year | 1992 |
Type | Research Study Project Report (RSPR) |
School | School of Management (SOM) |
Department | Other Field of Studies (No Department) |
Academic Program/FoS | Master of Business Administration in Marketing |
Chairperson(s) | Hertzberg, Ellen |
Examination Committee(s) | Gupta, Jyoti P. ;Swierzeck, F.W. |
Scholarship Donor(s) | SEC, P.R.China; |
Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1992 |