p> There is an emphasis on the product concept in the more traditional approach to banking. In contrast, the marketing concept involves the identification and satisfaction as many customer needs as is feasible. The marketing is central in relationship banking in Bank of America's TQM program.
Customer contact tends to fall to process clerks in the more traditional approach to banking. In contrast, marketing professionals deal with customers in the relationship banking strategy in Bank of America's TQM program.
A bank's strategic focus in on sales in the more traditional approach to banking. A cohesive, holistic strategy in relationship banking is the strategic focus in Bank of America's TQM program.
Individual services provide the central profitability measurement in the more traditional approach to banking. In contrast, total client relationship is the principal profitability measure in Bank of Ameri
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