Case study : Citibank's co-branding strategy.

• Main Authors: Tang, Marilyn Mung Chiou., Tay, Karen Lay Tin., Tham, Wai Fun.
• Other Authors: Dana, Teresa Elizabeth
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business
• Online Access: http://hdl.handle.net/10356/8577
• Institution: Nanyang Technological University

This research is based on the marketing strategy of Citibank's co-branded cards. The findings are based mostly on interviews with Citibank's personnel and advertising agency. The results showed that Citibank is confident with the future of co-branded cards and is committed to co-branding s...