Evaluate American Expresss integration of its various businesses. What recommendations would you make in order to maximize

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Evaluate American Express’s integration of its various businesses. What recommendations would you make in order to maximize the contribution to equity of all its business units? At the same time, is the corporate brand sufficiently coherent?

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Marketing management

ISBN: 978-0132102926

14th Edition

Authors: Philip Kotler, Kevin Lane Keller

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Question Posted: Jan 05, 2012 03:08 AM

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Evaluate American Expresss integration of its various businesses. What recommendations would you make in order to maximize

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American Express has a strong emotional base ...View the full answer

Marketing management

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