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Article: Building understanding. (bank marketing strategies targeted for diverse customers)
- Article from:
- Bank Marketing
- Article date:
- November 1, 1997
CopyrightCOPYRIGHT 1997 Bank Marketing Assn. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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What are some suggestions for increasing the customer base - and, ultimately, the bottom line? How are some financial institutions marketing to new Americans?
California First Bank, the case study used by Patricia Middleton in "East Meets West - Theory P: A Marketing Study of Asian American Banking" (1987) had always shown its commitment to the community by participating in local events such as parades, festivals, sporting events, and exhibits. Another way of reaching out to the growing Chinese population came at the Lunar New Year, when the bank issued brand new bills in specially designed red envelopes, symbolizing good luck in Chinese culture. Bank of America ...