【案例名称】Customer Profitability and Customer Relationship Management at RBC Financial Group (Abridged)

【作者】V.G. Narayanan, Lisa Brem

【页数】20

【格式】PDF

【语言】英语

【出版日期】2002年3月19日

【修订日期】2007年5月30日

【学科】会计 (Accounting)

【案例编号】102072-PDF-ENG

【来源】HBS Premier Case Collection

【网页】http://cb.hbsp.harvard.edu/cb/product/102072-PDF-ENG

【简介】

The Royal Bank of Canada uses customer relationship management and customer profitability tools to gain a competitive advantage in Canada's increasingly crowded financial services market. The case presents two pricing and customer management issues: one from the point of view of the vice president of customer relationship marketing and the other from a line manager's perspective.

【学习目标】

To demonstrate the role of customer profitability and customer relationship management in developing appropriate pricing and marketing campaigns in the financial services market.

【涉及课题】

Accounting; Competitive advantage; Cost accounting; Customer relationship management; Pricing

【背景】

    * Geographic: Canada
    * Industry: Banking
    * Company Employee Count: 58,000
    * Company Revenue: $16 billion revenues (Canada)
    * Event Year Begin: 1998
    * Event Year End: 2000

【下载】

http://www.mbabbs.com/thread-382-1-2.html