Nashua Photo
Pfeifer, Phillip E...
Nashua Photo
M-0438 | Published September 12, 1994 | 24 pages Case
Collection: Darden School of Business
Product Details
This case concerns the promotional activities of Nashua Photo, the nation's largest mail-order photofinishing firm. Discount-price mailers (inserted in local newspapers, for example) were used to generate new customers, but also allowed existing customers to pay a lower price. Students must evaluate not only the results of last quarter's 125 separate promotions in light of this "leakage," but also the appropriateness of discount-price mailers within Nashua's marketing mix.
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