Summary
Inner-City: Banking
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Think your job is tough?
It's far more difficult trying to market bank products and services in an impoverished, ethnically mixed inner-city community. But, the International Bank of Chicago has accomplished much in this unforgiving market. You might learn a thing or two from its approach.
Imagine working in a market where most prospects are low-income immigrants in file habit of hoarding their cash under the mattress. Picture a place where the majority of the commercial prospects are struggling start-up businesses owned by someone who barely speaks English. These are marketing challenges faced every day by the International Bank of Chicago (IBC), a minority-owned community bank with its headquarters on the North Side of the Windy City. Since it was founded more than a decade ago, the ...See the full content of this document
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