CHAPTER 9
Hardware and Home Improvement
Introduction
This study focuses on a hardware and home improvement retail group. It reveals how strategic marketing and operational decisions are influenced by diverse stakeholders as part of the process of transforming objectives, aims, and goals into promotional strategies, tactics, and campaigns. The case study reviews a high-profile promotional competition campaign offered by the business. This campaign was chosen as the business saw it as valuable in terms of impact and differentiation. Interviews were conducted with the general manager (operations), the brand manager, and the account manager from the agency who acted on behalf of the organization in marketing and promotional activities. The case study ...
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