Retail bank marketing : a case study analysis of DBS bank
This project is a case study analysis of DBS Bank, a premier retail bank in Singapore. The analysis involves the study of its marketing strategies, namely its marketing mix as well as its targeting and positioning strategies. Through the analysis of how each element of the marketing mix is used to s...
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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/10356/10744 |
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| Institution: | Nanyang Technological University |
| Summary: | This project is a case study analysis of DBS Bank, a premier retail bank in Singapore. The analysis involves the study of its marketing strategies, namely its marketing mix as well as its targeting and positioning strategies. Through the analysis of how each element of the marketing mix is used to support its target markets and positioning, and a comparison with the other three Big Four banks. |
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