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    STUDIA NEGOTIA - Issue no. 1 / 2002  

  Abstract:  Good bank managers are recognizing what other businesses, including "mom and pop" stores, have always known: successful selling and quality service are the only ways to create and maintain a business. Any organization must sell enough good business to keep its doors open and remain profitable. In the past few years, competition from all kinds of institutions, both near and far, has intensified in an environment of more rapid economic change, improved technology, and an increase in the number and complexity of banking services. Good bankers know that the best way to meet this competition is to hold on to good customers and add as many new ones as possible. Good bankers also see marketing as o profit maker rather than a cost. Generally, marketing now costs less than the advertising and promotions of the past except as it emphasizes better training and achieves better service.  
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