American Express Company: Competitive campaign

Mariko Fujinaka

The article considers the marketing campaigns run by American Express in 1996 to broaden their market.

Credit cards & loans
United States
Strategy

American Express Company: Competitive campaign

Mariko Fujinaka

OVERVIEW

In June 1996 American Express Company launched a $200 million global marketing campaign to emphasize its strong brand presence and also to introduce new products and services. As competition...

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