Nashua Photo

Darden Business Publishing Cases

ISSN: 2474-7890

Publication date: 20 January 2017


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.



Pfeifer, P. (2017), "Nashua Photo", Darden Business Publishing Cases.

Download as .RIS



University of Virginia Darden School Foundation

Copyright © 1994 by the University of Virginia Darden School Foundation, Charlottesville, VA. All rights reserved.

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.