Andy Khubani, director general idea Village, a company that markets to consumers through direct response TV ads, has to decide whether to launch a campaign to promote a product hair removal for women. Explains direct response industry and contrasts his methodology with traditional marketing consumer products. "Hide
by Joseph B. Lassiter, Dan Heath Source: Harvard Business School 16 pages. Publication Date: July 6, 2005. Prod. #: 806005-PDF-ENG
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