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The Effectiveness of the marketing strategy of the leading credit card issuer in Indonesia

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The purpose of this thesis is to know about the effectiveness of marketing strategy for the leading credit card issuer in Indonesia. Since, there have been many banks issuing credit card, it could be assure that there have been strong competition in credit card industry. In this research, there will be stated some marketing strategies that are related to bank X's activity to compete in credit card industry.rnThis research has been using the secondary data, which are directly taken from the source, which is bank X. There will also be provided some tables regarding the credit card of bank X, such as the number of bank X's cardholders per year together with its growth, and also bank X's customers' profile, such as, bank X's cardholders' ages, bank X's cardholders gender, and also bank X's cardholders incomes will be available in this thesis. According to this research, there will be mentioned about the attractive product features, and wide networking area will result in effective marketing strategy. It is proven by a high level of growth of credit card holders from 1999 - 2004. rnFinally, from this research it will be concluded that the bank should become effective to implement one of the marketing strategy called marketing mix, which consist of Product (Represented by its product features), Price (Represented by its interest rate), Place (Represented by its wide networking area), and Promotion (Represented by direct sales). There will also be stated some recommendations about the strategy that bank X should implement in the future, in order to become profitable.

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Availability

B00074

(wh)

Available

Detail Information

Series Title

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Call Number

74

Publisher

: Swiss German University., 2005

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

IBA

Specific Detail Info

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Statement of Responsibility

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