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      Case study : Citibank's co-branding strategy.

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      NBS-REPORTS_132.pdf (1.192Mb)
      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
      Collections
      • NBS Student Reports (FYP/IA/PA/PI)

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