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Keywords: Financial services
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2003) 21 (1): 51–60.
Published: 01 February 2003
... formulation and to encourage companies to cooperate with third parties in serving customers. The financial service sector is taken as a major example to illustrate the full concept of CRM and CMR. Managerial implications arising from the implementation of the co‐creative approach are explored, which include...
