Bank of America's Extended Marketing Vision

This article provides a case study of the Bank of America's approach to marketing in an economic crisis.

Bank of America's Extended Marketing Vision

Geoffrey Precourt

Some time last spring, when Ann Finucane, Bank of America's chief marketing officer (CMO) agreed to speak at the 98th annual conference of the Association of National Advertisers (ANA) in Orlando, FL, she told Bob Liodice, ANA president/ceo, "Nothing short of a global economic crisis could keep me away from the meeting."

In the second week of October, she kept true to her word. In a videotaped presentation, Finucane allowed, "Challenges in arcane financial markets are now on the minds of families and institutions worldwide. It's unsettling, of course, but as someone...

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