Advertising and Promotion 9th Edition by George Belch ,Michael Belch

تمرين 14

IMC Perspective 16-1 discusses the problems Macy's encountered when it tried to cut back on the use of discount coupons. Analyze the company's decision to abandon its strategy to wean its customers off discount coupons. Do you think they should have given the new strategy more time to take effect before abandoning it?