Marketing

Steven Finlay

Chapter 3 in The Management of Consumer Credit, 2008, pp 32-56 from Palgrave Macmillan

Abstract: Abstract In this chapter we consider the first phase of credit management; the marketing of credit to new customers. This covers how relationships are forged with people who are applying for new credit and do not have an existing relationship with the credit provider. Marketing strategies applied to existing customers to foster brand loyalty and the take-up of additional products and services are discussed in Chapter 6.

Keywords: Credit Card; Loyalty Scheme; Direct Marketing; Consumer Credit; Personal Loan (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-58250-7_3

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DOI: 10.1057/9780230582507_3

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