Please use this identifier to cite or link to this item:
Title: The role of relationship marketing in the financial service industry : case study of a financial consultancy firm.
Authors: Lew, Mi Fon.
Ng, Geraldine.
Keywords: DRNTU::Business::Public relations
Issue Date: 1997
Abstract: The current study is based on our understanding of the evolving needs of the financial community and how it can be met by using a blend of public relations and marketing. Singapore’s business community is getting more involved with the financial industry. This is a good move as the interaction will and can only lead to the better development of both sectors. One of the methods facilitating this exchange of ideas is that of relationship marketing. The increasing emphasis on the role of financial public relations has come about as both large and small companies realize the gravity of losing shareholders’ support, investors’ confidence and analysts’ endorsement. Therefore, we embark on an in-depth analysis of how relationship marketing has developed in relation to the demands of the sector it caters to. The research done on the case-study company, COMPANY A, was conducted during the months we were working there for our professional internship and afterwards, through constant contact with the owner. As relationship marketing is still a relatively new field, most of our references were taken from journals which acknowledge the dearth of research done on it. Presentation of data with regards to COMPANY A is not very detailed due to confidentiality reasons.
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)

Files in This Item:
File Description SizeFormat 
  Restricted Access
2 MBAdobe PDFView/Open

Page view(s) 50

Updated on Dec 5, 2020

Download(s) 50

Updated on Dec 5, 2020

Google ScholarTM


Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.