Subject category:
Marketing
Published by:
Ivey Publishing
Version: 1999-01-26
Revision date: 27-Oct-2015
Length: 6 pages
Data source: Field research
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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.
Subject category:
Marketing
Published by:
Ivey Publishing
Version: 1999-02-04
Length: 20 pages
Data source: Field research
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.
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Subject category:
Marketing
Published by:
Ivey Publishing
Version: 1999-02-04
Length: 20 pages
Data source: Field research