Royal Bank of Canada uses a customer relationship management and customer profitability tools to gain a competitive advantage in the increasingly crowded market for financial services in Canada. The case presents two issues of pricing and customer management.,. From the point of view of the vice-president of customer relationship marketing, and others, in terms of the head of the unit "Hide
on VG Narayanan, Lisa Brem Source: Harvard Business School 31 pages. Publication Date: February 19, 2002. Prod. #: 102043-PDF-ENG
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