Jaime Velasco Kindelán

Emilio Botín and the Santander Bank
(Emilio Botín y el Banco Santander)

Business & Economics


ISBN: 9788416029112

Santander Bank began among mountain merchants and has become the top bank in Spain and the Eurozone.

This book explains the key points that allowed Emilio Botín to break with the status quo of the Spanish banking sector to make the Santander a global brand, the figurehead of the «Spanish Brand,» and a global banking leader. The author sums up the keys to this success: the use of an aggressive marketing strategy, and an implacable acquisitions policy, featuring key moments such as the collapse of Mario Conde and the absorption of Central Hispano. It concludes with an analysis of Emilio Botín’s management style, and poses questions about the bank’s future and who will take over the reins.

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