TITLE

Unusual Name Requires Unusual Marketing Effort

AUTHOR(S)
Passman, Aaron
PUB. DATE
May 2011
SOURCE
Credit Union Journal;5/16/2011, Vol. 15 Issue 19, p20
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on the marketing strategy used by Mazuma Credit Union (CU) in the U.S. The CU's advertising campaign intends to clarify their product and services considering the confusion and ambiguity of CU's name. Rob Givens, the chief executive officer (CEO) of Mazuma Credit Union, views the sponsorship of the minor-league hockey team as one of its marketing strategy.
ACCESSION #
60677956

 

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