Credit cards administration from a consumer´s perceptive scheme in Colombia

  • Santiago García Carvajal Escuela de Administración de Negocios E.A.N.
Keywords: Credit Cards, strategic marketing.

Abstract

The market´s segmentation concept is often confused with the differentiation of the product whenever a clear criterion of homogenization doesn´t exists in consumer groups. The purpose of this article is to define strategic options which include consumer´s lifestyle in the administration of credit cards portfolios in Colombia, considering a centric vision of the consumer as an axe for the chain of value.

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Published
2012-11-15
How to Cite
García Carvajal, S. (2012). Credit cards administration from a consumer´s perceptive scheme in Colombia. Contexto, 1(1). Retrieved from https://sophia.ugca.edu.co/index.php/contexto/article/view/37
Section
Artículos Resultado de Investigación