Masthead CMC Magazine / February 1, 1996
  Information Technology Systems as Publics, by John Monberg

Redefinition of Local

Even in an era of global links, business headquarters remain in the same place. But the ties to place do not remain the same. A local bank's identity and connection with the community has always been important. Medium size banks allocate 19% of their marketing budget to schools, churches, and local groups, according to a recent analysis of the Bank Marketing Association. These economic investments translate into trust, prominence, and goodwill in the community-- feelings that translate back into economic profits. However, the situation is much different for larger banks. They spend much more on large-scale television campaigns and contribute only 4% of their budgets to local donations. Investments in little league uniforms, park maintenance, and charitable groups disappear when fewer, larger banks replace smaller banks. --

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