Case Study Analysis and Solutions

Case ID: 511096

Abstract:
Case Solution & Analysis for BBVA Compass: Marketing Resource Allocation by Sunil Gupta, Joseph Davies-Gavin
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.

Keywords:
Advertising strategy, Internet, Internet marketing, Marketing management, BBVA Compass Marketing Resource Allocation Case Solution

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