Retail bank marketing : a case study analysis of DBS bank

• المؤلفون الرئيسيون: Neo, Shan Shan, Tan, Li Na, Tan, Cynthia Yen Ling
• مؤلفون آخرون: Erramilli, Murali Krishna
• التنسيق: Final Year Project
• منشور في: 2008
• الموضوعات: DRNTU::Business::Finance::Banking
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/10744

This project is a case study analysis of DBS Bank, a premier retail bank in Singapore. The analysis involves the study of its marketing strategies, namely its marketing mix as well as its targeting and positioning strategies. Through the analysis of how each element of the marketing mix is used to s...