Niche marketing : a useful strategy for Singapore's banks?

• المؤلفون الرئيسيون: Cheong, Rosabel Joy Ling., Chiang, Karen Sue Ping., Tay, Diana Huei Ching.
• مؤلفون آخرون: Gerrard, Philip
• التنسيق: Final Year Project
• منشور في: 2008
• الموضوعات: DRNTU::Business::Marketing; DRNTU::Business::Finance::Banking
• الوصول للمادة أونلاين: http://hdl.handle.net/10356/10440
• المؤسسة: Nanyang Technological University

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.