Marketing Program Review

摘要

After reading about Dunigan's Outdoor Equipment (pages 34-37), you can see that Steve Dunigan is working with a very full plate right now. After 20 years, he decided to phase out the hardware side of his business and become a dedicated outdoor power equipment dealer. The evolution of the business includes renovations, new inventories and a new dealership name. Dunigan developed a "re-introduction" campaign that included radio, newspaper and magazine advertising, billboards and a grand opening. He isnow launching a direct mail program to grow his commercial clientele.