Act Like Lady Think Like Man Book Online - American Express executives discussed the possibility of launching a travel charge card as early as 1946, but it was not until Diners Club launched their card in March 1950 that American Express began to consider seriously the possibilityt the end of 1957, American Express CEO Ralph Reed decided to get into the card business, and by the launch date of October 1, 1958 public interest had become so severe that they issued 250,000 cards prior to the official launch datehe card was launched with an annual fee of $6, $1 higher than Diners Club, to be seen as a premium producthe first cards were paper, with the account number and cardmember's name typedt was not until 1959 that American Express began issuing embossed ISO 7810 plastic cards, an marketplace first. [I:3:T]In 1966, American Express introduced the Gold Card and in 1984 the Platinum Card, clearly defining different market segments within its own business, a practice that has proliferated across a broad array of indus ... [Read More - Act Like Lady Think Like Man Book Online]
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