Marketing the non traditional way

Wendy W. Dixon

The author, from Bank of America, contends that marketing to diverse ethnic groups often requires unconventional methods.

Marketing the Non Traditional Way

Thinking beyond the boundaries of traditional marketing

Wendy W. DixonBank of America

When Bank of America opened its first banking center in San Francisco's Chinatown in 1928, it wasn't like the others in the city. Founder A. P. Giannini had the Chinatown bank decorated with Chinese art and furnishings and selected an Asian woman – a very innovative move at the time – as the branch manager. Associates there spoke the language of the community. Bank of America began sponsoring San Francisco Chinatown's Lunar New Year parade in the 1930s.

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