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Case
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Reference no. 585-003-1
Subject category: Marketing
Authors: Derek A Holder (Kingston University); David C Le Breton (Kingston University)
Published in: 1985
Length: 37 pages
Data source: Field research
Topics: Marketing strategy; Strategy formulation
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Abstract

The purpose of the case is to analyse the UK Card Division's marketing strategies at the end of 1980. It shows the development of marketing strategies for increased response rates and card membership. A two-page 'Background note', (585-003-5), is available for use with this case.
Location:
UK
Industry:
Financial services
Size:
Large
Other setting(s):
1980
Background note
-
Reference no. 585-003-5
Subject category: Marketing
Authors: Derek A Holder (Kingston University); David C Le Breton (Kingston University)
Published in: 1985
Length: 3 pages
Data source: Field research
View full details

About

Abstract

The purpose of the case is to analyse the UK Card Division's marketing strategies at the end of 1980. It shows the development of marketing strategies for increased response rates and card membership. A two-page 'Background note', (585-003-5), is available for use with this case.

Settings

Location:
UK
Industry:
Financial services
Size:
Large
Other setting(s):
1980

Related

Background note
-
Reference no. 585-003-5
Subject category: Marketing
Authors: Derek A Holder (Kingston University); David C Le Breton (Kingston University)
Published in: 1985
Length: 3 pages
Data source: Field research
View full details