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Case
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Reference no. 9A94A012
Subject category: Marketing
Authors: Manfred Pearce
Published by: Ivey Publishing
Originally published in: 1994
Version: 1999-01-26
Revision date: 27-Oct-2015
Length: 6 pages
Data source: Field research

Abstract

The director of marketing of a recently acquired trust company is faced with preparing a marketing plan for the upcoming fiscal year. Historically, the trust company has not had a marketing or sales function. The director faces some major challenges: establishing marketing's role in the trust company; helping the trust company be more accepted by the bank that acquired the company; helping the trust company move from its unprofitable start-up mode to a profitable operation. She wondered how to begin.
Location:
Size:
Large
Other setting(s):
1994

About

Abstract

The director of marketing of a recently acquired trust company is faced with preparing a marketing plan for the upcoming fiscal year. Historically, the trust company has not had a marketing or sales function. The director faces some major challenges: establishing marketing's role in the trust company; helping the trust company be more accepted by the bank that acquired the company; helping the trust company move from its unprofitable start-up mode to a profitable operation. She wondered how to begin.

Settings

Location:
Size:
Large
Other setting(s):
1994

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