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E-book
Author Rosenthal, Jean, author

Title Mastercard : marketing transformation for a new world / Jean Rosenthal, Vineet Kumar, Jaan Elias, Amy Wrzesniewski
Published London : Yale School of Management, 2018

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Description 1 online resource
Series SAGE Knowledge. Cases
SAGE Knowledge. Cases
Summary When Raja Rajamannar became Mastercard's CMO in 2013, the company was doing well. He inherited a marketing department that had led one of the most successful brand-building campaigns in history. And yet, there were ongoing changes in consumer behavior and use of technology that required reevaluating the department's strategy. At the point of purchase, users were often indifferent to their choice of card, basing their selection on factors such as functional benefits from an issuing bank rather than a positive desire for any given payment network. Customers had become more sophisticated, shifting loyalty to brands linked to their "passion points" rather than to products and services. Rajamannar decided that changes in consumer behavior and use of technology required Mastercard to substantially alter the company's marketing strategy. Believing that the company needed to inspire customers to create their own stories, he guided his department to build experiential platforms that would emotionally connect with the passion points of customers and encourage them to connect with Mastercard. As with any substantial change such as this, Mastercard faced questions of whether the new approach would work. Did it better leverage the features of the new consumer landscape? And more importantly, did it help Mastercard reach new consumers, merchants, and banks? And how should the company measure the success of the new programs?
Notes Originally Published InRosenthal, J., Kumar, V., Elias, J., & Wrzesniewski, A. (2018). Mastercard: Marketing transformation for a new world. Yale SOM Case 18-013. New Haven, CT: Yale School of Management, Yale University
Description based on XML content
Subject MasterCard International Incorporated -- Case studies
SUBJECT MasterCard International Incorporated fast
Subject Financial services industry -- Case studies
Credit cards -- Case studies
Debit cards -- Case studies
Credit cards
Debit cards
Financial services industry
Genre/Form Case studies
Case studies.
Études de cas.
Form Electronic book
Author Kumar, Vineet, author
Elias, Jaan, author
Wrzesniewski, Amy, author
ISBN 9781526468147
152646814X