Brand builders - Over the past decade Citibank has tackled two giant tasks: remaking itself as a global marketer and spreading the gospel of American-style consumer finance. The effort is audacious, ambitious - and rife with complexity and friction.
Year of publication: |
1997
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Authors: | Klee, Kenneth |
Published in: |
Institutional investor. - New York, NY : Institutional Investor Inc., ISSN 0020-3580, ZDB-ID 1989364. - Vol. 31.1997, 3, p. 89-118
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