The role of relationship marketing in the financial service industry : case study of a financial consultancy firm.

• Main Authors: Lew, Mi Fon., Ng, Geraldine.
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Business::Public relations
• Online Access: http://hdl.handle.net/10356/14796
• Institution: Nanyang Technological University

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...