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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2008
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| Online Access: | http://hdl.handle.net/10356/10744 |
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| Institution: | Nanyang Technological University |
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sg-ntu-dr.10356-107442023-05-19T03:30:06Z Retail bank marketing : a case study analysis of DBS bank Neo, Shan Shan Tan, Li Na Tan, Cynthia Yen Ling Erramilli, Murali Krishna Nanyang Business School DRNTU::Business::Finance::Banking 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. 2008-09-24T07:47:03Z 2008-09-24T07:47:03Z 1999 1999 Final Year Project (FYP) http://hdl.handle.net/10356/10744 Nanyang Technological University application/pdf |
| institution |
Nanyang Technological University |
| building |
NTU Library |
| continent |
Asia |
| country |
Singapore Singapore |
| content_provider |
NTU Library |
| collection |
DR-NTU |
| topic |
DRNTU::Business::Finance::Banking |
| spellingShingle |
DRNTU::Business::Finance::Banking Neo, Shan Shan Tan, Li Na Tan, Cynthia Yen Ling Retail bank marketing : a case study analysis of DBS bank |
| description |
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. |
| author2 |
Erramilli, Murali Krishna |
| author_facet |
Erramilli, Murali Krishna Neo, Shan Shan Tan, Li Na Tan, Cynthia Yen Ling |
| format |
Final Year Project |
| author |
Neo, Shan Shan Tan, Li Na Tan, Cynthia Yen Ling |
| author_sort |
Neo, Shan Shan |
| title |
Retail bank marketing : a case study analysis of DBS bank |
| title_short |
Retail bank marketing : a case study analysis of DBS bank |
| title_full |
Retail bank marketing : a case study analysis of DBS bank |
| title_fullStr |
Retail bank marketing : a case study analysis of DBS bank |
| title_full_unstemmed |
Retail bank marketing : a case study analysis of DBS bank |
| title_sort |
retail bank marketing : a case study analysis of dbs bank |
| publishDate |
2008 |
| url |
http://hdl.handle.net/10356/10744 |
| _version_ |
1770564563444432896 |