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Impex Kitchen Appliances: Evaluating the Reader's Offer
Keyoor Purani; Krishnan JeeshaCase IVEY-9B17A010-EMarketing, StrategyImpex, a division of the South Indian firm KCM Appliances, dealt with kitchen, household, and home entertainment appliances. KCM’s managing director needed to decide on a year-end sales promotion for Impex. One option was direct-response advertising in the Times of India newspaper, which could potentially help Impex expand its reach in India. This option was in contrast to the previous year’s promotion, which involved collaboration with distribut...Starting at €8.20