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Marketing Cards in Europe |
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Successful marketing strategies and practices can determine if a credit cards programme will be successful and deliver
the desired returns to the issuer. However, marketing credit cards has moved well beyond offering the branch
customer a credit card. Many issuers now acquire most of their customers through channels other than the branch
network. Segmentation, behavioural scoring, database marketing and other techniques are the necessary tools of a
sophisticated marketing organisation. New products are constantly being introduced and price competition has become
fierce in some markets. Partnerships continue to be a successful marketing strategy for some issuers, and loyalty and
rewards programmes have come to be expected by consumers in a number of markets.
http://www.lafferty.com/sales/5055.pdf |
