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Search by topic:   08875. AMERICAN EXPRESS: CAUTIOUS DOWNSCALE MARKETING FROM AN UPSCALE MARKETER. Takes a case study analysis and investigation approach to AmEx's introduction of its revolving charge card, Optima. Economic environment, competitive conditions and market considerations taken into account. 14p 26f. 17b.   $98 Copyright 2002 Academic Research Papers Associate Term Paper Sites: Academic Research Papers Academic-Research-Papers Research Central Term Paper Assistance