Case study : Citibank's co-branding strategy.

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Author
Tang, Marilyn Mung Chiou.
Tay, Karen Lay Tin.
Tham, Wai Fun.
Date of Issue
2000
School
College of Business (Nanyang Business School)
Abstract
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.
Subject
DRNTU::Business
Type
Final Year Project (FYP)
Rights
Nanyang Technological University
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