
RelayFoods.com: Media Mix
Fairchild, Gregory...
RelayFoods.com: Media Mix
Fairchild, Gregory B.; Rourke, Brad
ENT-0177 | | 6 pages Case
Collection: Darden School of Business
Product Details
Arnie Katz was thinking about his company's recent expansion into Richmond. It was a different environment than Charlottesville, where the company had started up and experienced its first successes. In a larger, less tight-knit city such as Richmond, he did not believe the company could rely on the same organic word of mouth that had fueled its early growth in Charlottesville. Acquiring new customers in Richmond might require traditional advertising. What kind of mix of the two approaches should he employ?
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