A database approach to cross selling in the banking industry: Practices, strategies and challenges (original) (raw)

2004, Journal of Database Marketing & Customer Strategy Management

actually bring in? The traditional above-the-line advertising is commonly known to be effective in image building and acquisition when there is no other channel for reaching new customers. On the other hand, database marketing uses INTRODUCTION People see and hear bank advertising on television, radio, newspapers and magazines every day. However, does anyone know how much additional revenue these advertising activities 216

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