Abstract
This paper targets to sensitize for the very core of the marketing purpose, the consumer or client, in the setting of private banking. The harvest is suggested to be increased effectiveness and efficiency in marketing, better qualified and motivated client relationship managers and, last but not least, more profitable and satisfied clients achieved by a correlation between marketing and identity concepts. For this purpose a general development from product to value orientation in Marketing is provided. Current research points to existing gaps as to customer relationship marketing (CRM) in private banking. The interplay between identity and marketing is regarded to be able to contribute in closing them. The paper representing work in progress hypothetically suggests to test the concept of salience identity researched on donor behaviour for universities as a role model for private banking.
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Kaufmann, HR. (2004). Approaching the Very Core of the Client: CRM and Identity in Private Banking. In: Geberl, S., Kaufmann, HR., Menichetti, M.J., Wiesner, D.F. (eds) Aktuelle Entwicklungen im Finanzdienstleistungsbereich. Physica, Heidelberg. https://doi.org/10.1007/978-3-7908-2651-7_9
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DOI: https://doi.org/10.1007/978-3-7908-2651-7_9
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