Relationship vs. Deal-based Lending in International Markets

Globalisation creates more freedom of choice. Consequently customers are able to focus on self-realization. This makes customer management complex, due to the decreasing willingness of customers to join relationships. However, it makes it necessary due to intense competition. The complex part of 'Customer Loyalty Management' is the impossibility to deduce the economical success out of sales of products. In fact, economic goals are the result of pre- economic measures. Consequent customer orientation forms the final goal to increase the value for each customer and use the synergies derived from the 'team-play' of Investment Banking and Commercial Banking. The book's aim is to provide a framework in the wide ranging field of Customer Relationship Management and puts the customer back in focus. The discussion examines the poles - relationship vs. the pure transaction strategy. After the introduction in the business and the background forces, the debate introduces tools for building a valuable customer management and supports its arguments with graphical material and diagrams for quick insights and reference to each topic.