Cover image for Visa : the power of an idea
Visa : the power of an idea
Chutkow, Paul.
Personal Author:
First edition.
Publication Information:
Chicago, IL : Harcourt, 2001.
Physical Description:
363 pages : illustrations (some color) ; 30 cm
Corporate Subject:
Format :


Call Number
Material Type
Home Location
Item Holds
HG1643 .C47 2001 Adult Non-Fiction Central Closed Stacks-Oversize

On Order



The story of Visa is one of the great-untold stories of American and international business. In its first 30 years of existence, the little Visa card has transformed the way we shop, pay our bills, bank, travel and live. Today there are about one billion Visa cards in circulation, and Visa processes about $1.7 trillion in global transactions a year -- more than all of its competitors combined.

Visa, The Power of an Idea, is the first book to take a full, inside look at this pioneering financial giant and its profound impact on the peoples and nations of the world. The story opens with the amazing life and philosophy of A.P. Giannini, the founder of the Bank of America who devoted himself to one noble cause: giving financial power to the common man. That idea was later embodied in the BankAmericard, the forerunner to today's Visa card.

The book offers readers an inside view of politics and sponsorship, marketing wars with American Express and MasterCard, and of the intricacies of building one of the world's most powerful brands. It also examines the technology that drives Visa and the e-commerce revolution, and it follows the story to Singapore, where Visa helps lead the worldwide effort to combat credit card fraud and counterfeiting -- and computer hacking and Internet fraud.

Visa, The Power of an Idea, is richly illustrated, with historical photos and a wealth of illustrations from Visa advertising and marketing campaigns from around the world.