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.
This could also be of interest:
Research Papers
Small business banking
Catalogue: Seminar 1992: Banking And Insurance- Pressure On Profits, Pressure On Research
Author: Mervyn Flack
 
June 15, 1992
Research Papers
Managerial implications of relationship banking
Catalogue: Seminar 1992: Banking And Insurance- Pressure On Profits, Pressure On Research
Authors: Jean Perrien, Line Ricard
 
June 15, 1992
Webinars
Future of Banking: Navigating with Market Research
Catalogue: Webinars 2020
Authors: Phong Huynh, Patrick Tay, Tim Hill
 
June 25, 2020
