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La Gerencia De Portafolio De Tarjetas De Credito En Colombia

Author

Listed:
  • Santiago Garcia Carvajal
  • Fernando Aleman Ramirez

Abstract

In this study, we propose a model for portfolio management that allows credit card product category development according to segment based strategic analysis. The model proposes behavior segmentation procedures for long term bank-client relationship development. The behavior is due to penetration strategies applied on the small capacity of indebtedness consumer. It concludes with the necessity to alert card users to aggressive marketing strategies.

Suggested Citation

  • Santiago Garcia Carvajal & Fernando Aleman Ramirez, 2011. "La Gerencia De Portafolio De Tarjetas De Credito En Colombia," Revista Internacional Administracion & Finanzas, The Institute for Business and Finance Research, vol. 4(4), pages 103-120.
    • Handle: RePEc:ibf:riafin:v:4:y:2011:i:4:p:103-120
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    More about this item

    Keywords

    Credit Cards; Strategic Marketing; Consumer Behavior;
    All these keywords.

    JEL classification:

    • D14 - Microeconomics - - Household Behavior - - - Household Saving; Personal Finance
    • D18 - Microeconomics - - Household Behavior - - - Consumer Protection
    • H81 - Public Economics - - Miscellaneous Issues - - - Governmental Loans; Loan Guarantees; Credits; Grants; Bailouts
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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