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A Marketing Success Story

 
Background:
Browse the papers or search the internet today for Washington Mutual Bank, and most of what you'll find is bad news about the poor condition of the bank. Stocks have fallen from a high this year of $46.38 to $14.10. (Quote, 2007) Yet Washington Mutual Inc.'s (WaMu) marketing stories and strategies over the past five years are riddled in success.
Washington Mutual Bank opened its doors on September 25, 1889 as the Washington National Building Loan and Investment Association to help Seattle residents rebuild after a devastating fire. Five months later the association wrote the first monthly-installment home loan on the Pacific coast. Shortly after, the association made more than 2000 similar loans to residents in an effort to rebuild the areas devastated by fire. (History, 2007) Today WaMu is the seventh largest bank in the United States with assets of nearly 330 Billion dollars and a vision to be the nation's leading retailer......

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Approximate Word Count: 4504
Approximate Pages: 19 (250 words per double-spaced page)

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