Strategies for loyalty and attracting new customers from the SME segment in a national private bank

Fil: Perone, Gonzalo Javier. Universidad Nacional del Litoral. Facultad de Ciencias Económicas; Argentina. En este trabajo se abordan herramientas de marketing para atraer y fidelizar los clientes del segmento PyME del banco Galicia sucursal Gálvez, provincia de Santa Fe. In this work, marketing tools are addressed to attract and retain customers of the SME segment of the Galicia bank, Gálvez branch, province of Santa Fe.