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Case

Marketing Resource Allocation (Spanish version)

By Gupta, Sunil / Davies-Gavin, Joseph

Marketing

BBVA Compass, the 15th largest commercial bank in the U.S., is a part of the BBVA Group of Spain, the second largest bank in Spain with $755 billion in assets. In December 2010, Frank Sottosanti, Chief Marketing Officer of BBVA Compass, was reviewing the marketing performance of the company and deciding how to allocate next year's marketing budget across various offline and online channels.

Collection: HBSP (USA)

Ref: HBS-511S13

Format: PDF

Number of pages: 18

Publication Date: Jan 27, 2011

Language: Spanish, English

Review date: Feb 11, 2014

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Description

Year: 2010

Geographic Setting: United States

Industry Setting: Banking

Marketing Resource Allocation (Spanish version)

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Marketing Resource Allocation (Spanish version)

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Marketing Resource Allocation (Spanish version)

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