COVER STORY - Brand builders - Over the past decade Citibank has tackled two giant tasks: to remake itself as a global marketer and to spread the gospel of American-style consumer finance. The effort is audacious, ambitious and yet to be truly tested.
Year of publication: |
1997
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Authors: | Klee, Kenneth |
Published in: |
Institutional investor / International edition. - New York, NY : Institutional Investor Inc., ISSN 0192-5660, ZDB-ID 3955412. - Vol. 22.1997, 3, p. 79-90
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