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Abstract
Case describes situation facing directors of the Royal Bank of Scotland, when Bank of England Treasury control of bank lending was withdrawn, and the Clearing-Scottish bank cartel abandoned in 1971. Directors are faced with a number of options in the light of the new opportunities, but critically suffer a dearth of relevant marketing information. The case demands some creativity in establishing a market research brief from an analysis of the Bank''s strategic needs and alternatives. Case relates high level fundamental market research to policy formulation problem.
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Abstract
Case describes situation facing directors of the Royal Bank of Scotland, when Bank of England Treasury control of bank lending was withdrawn, and the Clearing-Scottish bank cartel abandoned in 1971. Directors are faced with a number of options in the light of the new opportunities, but critically suffer a dearth of relevant marketing information. The case demands some creativity in establishing a market research brief from an analysis of the Bank''s strategic needs and alternatives. Case relates high level fundamental market research to policy formulation problem.