Authors: Bradford, Calvin; Marino, Dennis R.; and Rosser, Lawrence B
Summary
This paper is one of a series of papers which analyzes privately initiated reinvestment strategies. This paper describes the role of marketing in making consumers aware of the availability of single-family housing credits, and the standards for obtaining these credits. The authors begin by describing the current practices ·of financial institutions in marketing thrift services, commercial credit services and bank cards. They then suggest that financial institutions initiate marketing programs of equal intensity for single-family mortgage credits. In the second part of the paper, affirmative marketing strategies are analyzed.
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