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https://hdl.handle.net/10356/10744| Title: | Retail bank marketing : a case study analysis of DBS bank | Authors: | Neo, Shan Shan Tan, Li Na Tan, Cynthia Yen Ling |
Keywords: | DRNTU::Business::Finance::Banking | Issue Date: | 1999 | Abstract: | 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. | URI: | http://hdl.handle.net/10356/10744 | Schools: | Nanyang Business School | Rights: | Nanyang Technological University | Fulltext Permission: | restricted | Fulltext Availability: | With Fulltext |
| Appears in Collections: | NBS Student Reports (FYP/IA/PA/PI) |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| NBS-REPORTS_3262.pdf Restricted Access | 388.23 kB | Adobe PDF | View/Open |
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