Arnie Katz thought of the recent expansion of the company in Richmond. It was a different environment than Charlottesville, where the company started, and experienced his first success. In a broader and less friendly cities such as Richmond, he does not believe the company can count on the same organic word of mouth, which is fueled early growth Charlottesville. Attracting new customers in Richmond may require traditional advertising. Which combination of the two approaches, it should be used? "Hide
by Gregory B Fairchild, Brad Rourke Source: Darden School of Business 7 pages. Publication Date: January 1, 2012. Prod. #: UV5332-PDF-ENG
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