Marketing audit Bank of America
Summary :
Table of Contents
- Executive summary.
- Environmental aspects.
- Markets.
- Technology.
- Customers.
- Marketing.
- Objectives.
- Strategies and tactics.
- The 4 P's.
- Profit and loss analysis.
- Conclusion.
- References.
Abstract
bank of america has undergone many changes in the past four years, through a variety of Merger and Acquisition activities. While these Mergers and Acquisitions have aided bank of america in gaining additional geography and market share, these same activities have also posed numerous marketing challenges. Most recently, the MBNA acquisition has introduced the need to merge very different company cultures. And while the transition seemed to have worked effectively within the merged entity, customer attitudes towards the new merged entity and its brand new marketing campaign remain to be seen. In the midst of the merger, bank of america has been plagued with customer dissatisfaction, yielding a second ranking on the 2006 MSN Money Customer Service Hall of Shame.
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