Abstract
The main objective of this paper is to investigate the application of relationship marketing in the context of corporate banking using McKinsey's Seven-S framework of shared values, strategy, structure, systems, staff, skills, and style. Personal interviews with 42 account relationship managers from a large multinational bank in Singapore, with a strong niche in corporate banking, provided the inputs for this investigation. The analysis leads to the identification of major conditions, which should be present for the implementation of the relationship marketing concept in an organization.
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