Niche marketing : a useful strategy for Singapore's banks?
The objective of this study was to establish if it is good policy for banks to engage in niche marketing and the extent to which consumers switch based on bank pricing.
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Published: |
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/10440 |
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| Institution: | Nanyang Technological University |
| Summary: | The objective of this study was to establish if it is good policy for banks to engage in niche marketing and the extent to which consumers switch based on bank pricing. |
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