Remittance goes global

Foster, Paul
November 2005
Brand Strategy;Nov2005, Issue 197, p50
Trade Publication
The article explains how Western Union has developed a marketing strategy for ethnic consumers amidst the boom in migration and the money-transfer market in 2005. The scope of Western Union's marketing challenge can be seen by looking more closely at Europe, Middle East, Africa and South Asia. The marketing strategy is flexible enough to adjust to the ebb and flow of migration in and out of each country.


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