Netherlands' Bank: ABN AMRO

Paper Summary:

This paper explains that marketing is a collection of activities such as advertising, public relations and marketing research which is far more than selling: The ultimate aim of all marketing pursuits is profitability and added shareholder value. The author points out that each country has its own unique laws and regulations, the language, cultural barriers, the competitors, cost of infrastructure and setting up of operations and currency, which play a critical part in formulating marketing strategies. The paper describes the marketing strategy to open a retail branch in India, setting up back office operations so that all credit cards, retail and corporate banking transactions could be processed in India.

Table of Contents
ABN AMRO Bank
Marketing Mix
Major Components
Domestic
International
Summary
Global Expansion
Market Research
Location
Measuring Country Wealth
Culture
Competitors
Income and Expenditure
Conclusion

From the Paper:

"The merger between ABN BANK and Amro Bank created ABN AMRO Bank on 22 September 1991 in Amsterdam. ABN may not be as popular as the Bank of America or American Express but one only has to walk down the streets of Amsterdam or Rotterdam to be surrounded by the presence of ABN in the form of advertisements, promotions and numerous ATM's located all over the city. In the Netherlands ABN is in your face wherever you may go, for its reputation and brand name is a household name."

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