LA GERENCIA DE PORTAFOLIO DE TARJETAS DE CREDITO EN COLOMBIA

Santiago Garcia Carvajal and Fernando Aleman Ramirez

Revista Internacional Administracion & Finanzas, 2011, vol. 4, issue 4, 103-120

Abstract: In this study, we propose a model for portfolio management that allows credit card product category development according to segment based strategic analysis. The model proposes behavior segmentation procedures for long term bank-client relationship development. The behavior is due to penetration strategies applied on the small capacity of indebtedness consumer. It concludes with the necessity to alert card users to aggressive marketing strategies.

Keywords: Credit Cards; Strategic Marketing; Consumer Behavior (search for similar items in EconPapers)
JEL-codes: D14 D18 H81 M31 (search for similar items in EconPapers)
Date: 2011
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.theibfr2.com/RePEc/ibf/riafin/riaf-v4n4-2011/RIAF-V4N4-2011-8.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ibf:riafin:v:4:y:2011:i:4:p:103-120

Access Statistics for this article

Revista Internacional Administracion & Finanzas is currently edited by Terrance Jalbert

More articles in Revista Internacional Administracion & Finanzas from The Institute for Business and Finance Research
Bibliographic data for series maintained by Mercedes Jalbert ( this e-mail address is bad, please contact ).