Evaluate American Express’s integration of its various businesses. What recommendations would you make to maximize the contribution to equity of all its business units? Is the corporate brand sufficiently coherent?
Evaluate American Express’s integration of its various businesses. What recommendations would you make to maximize the contribution to equity of all its business units? Is the corporate brand sufficiently coherent?
Chapter2: Planning, Implementing, And Evaluating Marketing Strategies
Section: Chapter Questions
Problem 1SC
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Marketing Excellence American Express from
Marketing Management (Subscription)
Kevin Lane Keller; Philip Kotler - 15th edition book,
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2. Evaluate American Express’s integration of its various businesses. What recommendations would you make to maximize the contribution to equity of all its business units? Is the corporate brand sufficiently coherent?
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Introduction to Company
When compared with its competitors, the America Express has been in the market for a very long duration. It is well positioned, as it is familiar for most of the people when compared to other credit card firms.
It is being used by most customers in the market and it was evolved over time. American express faces the most competition in the way they charge the customers for the bills and the type of customers they are targeting.
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