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Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch
Edition 10ISBN: 978-0078028977Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch
Edition 10ISBN: 978-0078028977 Exercise 11
The chapter opener discusses the problems JCPenney encountered when it tried to cut back on the use of promotions and move to a "fair and square" pricing and promotion model. Why do you think JCP customers reacted so negatively to the promotion? Do you think JCP should have given the new strategy more time to take effect before abandoning it?
Explanation
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Sales Promotion is one of the techniques...
Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch
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