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American Express Marketing Analysis

American Express Marketing Analysis

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Title: American Express Marketing Analysis

Essay Details:

Subject: Business

Author: Kori G

Date: March 20, 2014

Level: University

Grade: A

Length: 9 / 2692

Essay text:

As early as 1891, American Express began issuing the first Traveler's Checks. Even today the company may be the best known travel agent in the U.S. Although the company specialized in travel related products, over the years it has developed a wide array of financial services and conveniences. In the early 80's the CEO, James Robinson, decided to fully enter the financial services market. The company struggled to keep up with Visa and Mastercard because of their inexperience with revolving charge cards. There was a short dispute with Visa over American Express siding with Advanta Corp. to offer special rewards to customers for using their Am...

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