Federal Express is a small package of airline operating throughout the United States. After initial heavy losses it is more profitable. Management considers the services offered by the company, and believes that there is great potential for "Courier Pak" overnight services is currently limited sales. Appropriate to pay particular attention to the Courier Pak? If so, what the appropriate role of advertising and personal selling? "Hide
by Christopher Lovelock Source: Harvard Business School 29 pages. Publication date: 01 Oct 1976. Prod. #: 577042-PDF-ENG
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