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Wee, Eileen (2006) BATTLE OF THE THREE SINGAPORE LOCAL BANKS IN THE CREDIT CARD INDUSTRY: SINGAPORE LADIES CARD MARKET. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

'War belongs to the province of business competition, which is also a conflict of human interests and activities.'

Karl von Clausewitz, On War

Today's marketing is war, where the competition is the enemy and the objective is to win over the battle just like any other military warfare. In war, you win by outwitting, outflanking, and over powering the enemy. The territory you take is only a reflection of your ability to these things. Analogies of military and marketing are not new as they are used for a long time by great strategies like Sun Tzu, Clausewitz, and Lindell Hart etc in ancient warfare. Marketing seems to borrow its 'warfare' terminology from military area since then.

This dissertation uses the marketing warfare metaphor to analyze the Battle of the Lady's Credit Card in the Singapore Credit Card Market by the three Singapore Local Banks. A primary research is utilized to complement the literature review. This is followed by a discussion of the results and limitations. A final analysis is carried out to infer if the warfare strategies adopted by the three Local Banks in Singapore are aligned to meet the ever changing needs of their customers in order for any winning attack/defense to be deemed as effective and lethal.

Item Type:	Dissertation (University of Nottingham only)
Depositing User:	EP, Services
Date Deposited:	15 Nov 2006
Last Modified:	15 May 2018 14:03
URI:	https://eprints.nottingham.ac.uk/id/eprint/20175

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