Credit card industry : banks' marketing strategies vs consumers' preferences.

• المؤلفون الرئيسيون: Fong, Clara Lyn., Lee, Cheng Jee., Yeo, Bee Yee.
• مؤلفون آخرون: Chen, Shaoxiang
• التنسيق: Final Year Project
• منشور في: 2008
• الموضوعات: DRNTU::Business::Marketing
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/10592
• المؤسسة: Nanyang Technological University

The purpose of this study is to analyse how banks in Singapore market their credit cards and whether their marketing strategies match consumers' preferences. The framework for the analysis is based on the four Ps of the marketing mix -- product, price, place and promotion. A consumer survey was...