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商品編號： 9-595-026 出版日期： 1994/09/12 作者姓名： Rangan, V. Kasturi 商品類別： Marketing 商品規格： 25p 再版日期： 2002/10/02 地域： Singapore 產業： Banking and investment industry 個案年度： 1989 - 1989
商品敘述：
Consumer Bank pondered the possibilities of launching a credit card in the Asia Pacific region. The bank''s New York headquarters, and several of its country managers in the region, were not enthusiastic. But others were supportive because of the opportunity to expand the bank''s customer base from the limited branch expansion allowed by local law. Students make a decision, and if a "go" decision is made, they work out a comprehensive launch plan.
涵蓋領域：
Advertising;Business law;Business and government relations;Banks and banking;Consumer credit;Customer relationship management;Strategy execution;Business expansion;Customer-centricity;Incubators;Global marketing;International business;Marketing strategy;Branding;Pricing strategy;Product introduction;Product positioning;Service management;Value creation
相關資料：
Case Teaching Note, (5-595-104), 14p, by Marie Bell;Video Supplement, (9-595-523), 0p, by V. Kasturi Rangan
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