Managing Relationships in a Corporate Bank

Specifically targeted at the corporate bank 's needs and techniques Fully illustrated with numerous case studies and worked examplesDeveloping the themes of customer relationship management into the sphere of corporate finance, this unique text examines the specific drivers, skills, and techniques required by banks in order to build and retain corporate clients. The text takes core elements of marketing and relationship activity and applies them to the specific requirements of the corporate bank 's clients. Themes such as delivering corporate capability, portfolio, and key account planning, referral networks, industry profiling, and presenting customer focused solutions are all discussed in detail. Aided by the extensive use of case studies and illustrations, this text provides a clear, accessible manual of best practice in obtaining, managing, and building good relationships with corporate clients.