What Is Your Business Strategy?
As with any group, the overall corporate strategy must determine the strategy of Marketing and its affiliated groups. A great example of how corporate strategy can drive changes in both the strategy and organization of Marketing and related groups is provided by a case study of Citibank.
Banking for the World: Citibank
By 1997, Citibank was one of the most profitable U.S. banks and perhaps the most global.8 It provided a full range of financial services for corporate customers with the exception of investment banking in the United States. Its two main businesses were corporate banking and consumer banking.
This ...
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