個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
The American Express Card
內容大綱
Senior executives at American Express are reviewing the company's marketing strategy for charge and credit cards in the United States. A variety of growth options exists for students to consider including further penetration of existing markets and the opening of new markets. Historical background information in the case enables instructors to analyze the phases of American Express's card strategy over the past fifty years.