Schwab management assess the success of recent "Talk to Chuck" campaign. This campaign aims to differentiate into turmoil Schwab financial services market. Market test results to facilitate discussion advertising purposes, the message strategy, choice of material and performance. "Hide
by John A. Quelch, Laura Winig Source: HBS Premier Case Collection 18 pages. Publication Date: January 16, 2007. Prod. #: 507005-PDF-ENG
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