Customer Profitability and Customer Relationship Management at RBC Financial Group (Abridged) Harvard Case Solution & Analysis

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 20 pages. Publication Date: March 19, 2002. Prod. # 102 072-PDF-ENG

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