Question
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
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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Retail Category Management
Authors: Deborah C. Fowler, Ben K. Goh
1st edition
135152089, 978-0135152089
