This paper examines the
relationship marketing practices by Citibank and also includes an
analysis of
knowledge and
recommendations. Outline 1. Introduction History and Development of Relationship Marketing (RM) in Citibank Traditional View of Marketing Decisions and Changes in Recent Years Due to the Advent of the Concept of Relationship Marketing Quality and Service of Citibank in Relationship Marketing 2. Relationship Marketing in Citibank How Citigroup is Organized Acquiring and Retaining Customers Classifying Customers by Segment Relational Strategies in Citibank's Marketing Model 3. Citibank and its Relationships with Customers Customer Partnerships Internal Partnerships External Partnerships 4. Analysis and Recommendations Analysis of Knowledge Suggestions for Innovation Down the Road - The Future Challenges Conclusion Appendix - Community Values Bibliography