ABSTRACT
This chapter explores the ways in which card products are marketed, from product development to new account solicitation to existing account marketing designed to encourage card activation and usage. Marketing managers at card issuers must have a clear idea as to which types of consumers they wish to have as customers and why. In many ways, telemarketing is similar to direct mail in that it is cost-effective, simple to put together and provides for almost immediate marketplace feedback. Both strategies are valid and linked to specific goals, but each requires a very different approach to the marketing of the card product across each of the four P's. Strategy is the blueprint which successful card issuers utilize to ensure that they are deploying precious resources, both human and financial, in the most efficient and effective manner possible. Development of a cohesive strategy must address all the four P.s, but in a manner consistent with the bank's overall strategic goals.
