Rediscovering the Discover card.(Discover Card)

From: US Banker | Date: December 1, 1998| Author: Leuchter, Miriam | Copyright information

The Discover card, the sleeping giant of the credit card industry, has begun to stir. Just since mid-September, the cash-back bonus pioneer has gotten a new advertising campaign, a new president/chief operating officer and even a new corporate identity. The question for owner Morgan Stanley Dean Witter & Co. is whether the changes underway at Discover will be enough to revitalize a brand whose share of the acutely competitive credit card market has been eroding for more than five ...

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