Case | HBS Case Collection | March 2000 (Revised January 2001)

First USA and Internet Marketing

by Rajiv Lal and Amy H. Nelson


Explores First USA's decision to use the Internet for acquiring customers. Tom Brenner needs to decide on the terms of the deals demanded by the portals and justify the recommendations to his boss.

Keywords: Online Advertising; Decision Choices and Conditions; Resource Allocation; Marketing Strategy; Internet;


Lal, Rajiv, and Amy H. Nelson. "First USA and Internet Marketing." Harvard Business School Case 500-043, March 2000. (Revised January 2001.)