Nashua Photo

Darden Business Publishing Cases

ISSN: 2474-7890

Publication date: 20 January 2017

Abstract

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.

Keywords

Citation

Pfeifer, P. (2017), "Nashua Photo", Darden Business Publishing Cases. https://doi.org/10.1108/case.darden.2016.000210

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Publisher

:

University of Virginia Darden School Foundation

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

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