A Video Brief that can be revealed in class or enclosed in a digital coursepack accompanies this case. Educators should consider the timing of making the video available to students, as it may show key case details. The Senior executives at the American Express are evaluating the company's marketing strategy for credit and charge cards in America.
A variety of growth alternatives exists for students to contemplate including additional penetration of existing markets and the opening of new markets. Historical background information in the case empowers teachers to analyze the stages of the card strategy of American Express in the last fifty years.
The American Express Card, Chinese Version case study solution
PUBLICATION DATE: September 19, 2008 PRODUCT #: 514C26-HCB-CHI
This is just an excerpt. This case is about SALES & MARKETING
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