BBVA Compass: Marketing Resource Allocation, Spanish Version Harvard Case Solution & Analysis

BBVA Compass, the 15th largest commercial bank in the U.S., is a part of the BBVA Group of Spain, the second principal bank in Spain with $755 billion in assets.

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In December 2010, Frank Sottosanti, deciding how to allocate next year's advertising budget across various offline and internet channels and Chief Marketing Officer of BBVA Compass, was reviewing the marketing performance of the company.

PUBLICATION DATE: January 27, 2011 PRODUCT #: 511S13-HCB-SPA

This is just an excerpt. This case is about SALES & MARKETING

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BBVA Compass: Marketing Resource Allocation, Spanish Version

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