CapitalOne: Exploiting an Information-Based Strategy

  title={CapitalOne: Exploiting an Information-Based Strategy},
  author={Eric K. Clemons and Matt E. Thatcher},
Capital One has exploited an innovative approach to targeted marketing, based on customer profitability analysis, to achieve impressive performance as a leading credit card issuer. It is sustaining its advantage through investment in infrastructure and personnel, and through constantly improving its expertise through a practice known as test-and-learn. Moreover, it is attempting to generalize this information-based strategy to other industries. 
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