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Zenith Bank: The Marketing of an Initial Public Offering
Clawson, James G.; Amangbo, ChinyeluCaso DARDEN-M-0751-EMarketingThis case is useful in teaching marketing strategy as part of a marketing course. It can also be used to teach promotional strategy. Only one week into Zenith Bank of Nigeria’s initial public offering (IPO), Jim Ovia and his management team faced a new regulation that required that the capital base of banks be raised from (Nigerian naira) NGN2 billion to NGN25 billion. They needed to review their approach to marketing the IPO and try something ou...Desde 8,20 €