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Case
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Reference no. 597-028-1
Subject category: Marketing
Published by: INSEAD
Originally published in: 1997
Version: 07.2016
Revision date: 20-Sep-2016
Length: 30 pages
Data source: Field research
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

First Direct has become the model of tele-banking worldwide, despite similar initiatives undertaken by large international banks. The case describes the history of First Direct and the various components of its operations, especially around the central issue of relationship marketing at a distance.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 1997.

Geographical setting

Region:
Europe
Country:
United Kingdom

Featured company

First Direct
Employees:
1001-5000
Industry:
Banking

About

Abstract

First Direct has become the model of tele-banking worldwide, despite similar initiatives undertaken by large international banks. The case describes the history of First Direct and the various components of its operations, especially around the central issue of relationship marketing at a distance.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 1997.

Geographical setting

Region:
Europe
Country:
United Kingdom

Featured company

First Direct
Employees:
1001-5000
Industry:
Banking

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