Exploratory study of the sustainable marketing strategies for credit card providers in the future with the liberalization of the foreign bank activities in Singapore.

• Main Authors: Cheng, Xiu Fen., Law, Audrey Mun Kay., Tan, Joyce Jen Lene.
• Other Authors: Tan-Chua, Angela Poh Neo
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/10064
• Institution: Nanyang Technological University

The Singapore banking scene has undergone substantial changes in the recent years. The liberalization of the banking front has given rise to a tougher and more competitive banking environment especially in the credit card arena. Hence, banks need to market their cards extensively. The purpose of this study is to analyze ways in which banks can better customize their marketing strategies to suit consumers' preferences. A consumer survey and two interviews were also conducted during the study. From the study findings, recommendations were made on how banks can improve their marketing strategies. It is hoped that these recommendations can provide useful information to banks in deciding on the type of marketing approach to undertake in future.