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商品編號： 9-518-079 出版日期： 2018/06/05 作者姓名： Santana, Shelle;Frei, Frances X.;Pickle, Lauren G. 商品類別： Marketing 商品規格： 16p 再版日期： 2019/01/15 地域： North America;United States 產業： Banking;Financial Services 個案年度： -
商品敘述：
Credit and charge card issuer American Express (Amex) had developed a strong reputation among consumers due in part to its Membership Rewards (MR) loyalty program, first established in 1991. Through MR, all Amex cardholders could accumulate and redeem ""points"" based on how much they spent, while customers with Amex''s Gold and Platinum Cards received additional perks. By 2016, however, the U.S. credit card market had become increasingly competitive, with many credit card companies increasing their sign-on point bonuses for new customers. Chris Cracchiolo, Amex''s vice president of U.S. loyalty, strategy, and global partnerships, had to decide how to position the MR program in the face of this competition. Should Amex begin offering more competitive sign-on bonuses and point redemption rates, or would this dilute the company''s strong brand?
涵蓋領域：
Branding;Brands;Credit cards;Customer loyalty;General management;Marketing;Marketing strategy;New product marketing;Strategy;Total customer value;Value chains;Value creation
相關資料：
Spreadsheet Supplement, (9-518-703), 0p, by Shelle Santana, Frances X. Frei, Lauren G. Pickle
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