TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | A STUDY OF COMMUNICATION AND RELATIONSHIP MARKETING IN A FINANCIAL INSTITUTION | ||||||||||||
| Autor(es): |
MARINA COSTA LIMA |
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| Colaborador(es): |
JOAO RENATO DE SOUZA COELHO BENAZZI - Orientador |
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| Catalogação: | 22/FEV/2006 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=7820@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=7820@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.7820 | ||||||||||||
| Resumo: | |||||||||||||
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The subject of this study is to analyse the manner in
which a Financial
Institution specifically in the Private Bank segment,
communicates with clients as
well as the manner in which it conducts this type of
relationship. Therefore, we
have analyzed some important points, as follows: the
private bank market, the
main competitors, the products, client profiles, and the
private bankers
(relationship officers). Besides the bases of this
research was the comparison
between the theories of some specific authors with the
organizational practices.
The data of this study were obtained from informal
interviews, bibliographical and
documental research. The result demonstrates why the
institution appears to be
one of the best in the segment and has also presented some
suggestions to
continue in the leadership position.
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