American Express™ Corporate Card for Small Business— Repositioning (see Figure B.13)

Repositioning a product and dealing with a fee increase is a challenge for any marketer. The price-sensitive nature of the small business segment makes this campaign all the more

Figure B.13 American Express

Source: Courtesy of American Express amazing. Through this campaign, American Express succeeded in raising their annual fee by over 50 percent while still increasing spending and membership.

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