Shoestring Budgets: Creative Approaches to Managing Advertising And Merchandising

The author, from GMAC Residential Holding Corp, describes how GMAC has marketed itself as a 'home ownership' service company - covering mortgages, real estate and relocation services - through low-budget integrated activities.

Shoestring Budgets: Creative Approaches to Managing Advertising and Merchandising

Barb McGarvey, GMAC Residential Holding Corp.

When one thinks of ‘GMAC,’ the most common response is ‘Oh yeah, I financed my car through them.’ But what many people do not know is GMAC is also a major player in the homeownership services business. Since 1985, we’ve been one of the nation’s leading mortgage lenders and servicers and recently expanded our scope to include home financing, real estate and relocation services, insurance and home-related products and services. And, of course, with family ties to one of the world’s leading ad...

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