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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.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:NBS Student Reports (FYP/IA/PA/PI)

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