It looks as if MBNA really has Citibank on its toes. In response to the credit card issuer's introduction of a platinum card, Citi is launching its own. It's part of an overall sales and marketing reorganization of Citi's credit card company, says an inside source.

Citi, with the help of Price Waterhouse, is apparently decentralizing its marketing operations by affinity groups, which include American Advantage, Ford, and, soon, prestige-starved platinum card holders. By decentralizing, Citi hopes to better focus its marketing and, consequently, produce more targeted materials so that the bank and its corporate partners can key in on those demographic groups most favorable to their relative programs.

Subscribe Now

Access to authoritative analysis and perspective and our data-driven report series.

14-Day Free Trial

No credit card required. Complete access to articles, breaking news and industry data.