The impact of ethic marketing for a banking business

Date of publication: July 1, 2000

Abstract:

This paper presents the innovative strategy of GWK, an important Dutch banking business. It demonstrates that small target groups can also be beneficial if there is a good combination between a specific product, like Western Union, and a specific promotional campaign. It gives a view of the aspects of the sales structure, promotion and communication strategy, results thus far and internal struggles.

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