Case study : Citibank's co-branding strategy.
Tang, Marilyn Mung Chiou.
Tay, Karen Lay Tin.
Tham, Wai Fun.
Date of Issue2000
College of Business (Nanyang Business School)
This research is based on the marketing strategy of Citibank's co-branded cards. The findings are based mostly on interviews with Citibank's personnel and advertising agency. The results showed that Citibank is confident with the future of co-branded cards and is committed to co-branding strategy.
Final Year Project (FYP)
Nanyang Technological University