New company, new brand, new focus on multicultural marketing

The author describes how Wachovia, a U.S. banking and financial services company, has developed a holistic emerging market strategy central to the company's development.

New Company, New Brand, New Focus On Multicultural Marketing

Building a holistic approach to capturing the emerging markets opportunity

Georgette DixonWachovia

Have you heard of Wachovia (wa-KO-vee-ah)? You may or may not be familiar with us. We're the product...

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