Niche marketing : a useful strategy for Singapore's banks?
Cheong, Rosabel Joy Ling.
Chiang, Karen Sue Ping.
Tay, Diana Huei Ching.
Date of Issue2000
College of Business (Nanyang Business School)
The objective of this study was to establish if it is good policy for banks to engage in niche marketing and the extent to which consumers switch based on bank pricing.
Final Year Project (FYP)
Nanyang Technological University