Great Companies: Target

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Great Companies: Target

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Target’s hybrid image as an upscale discount chain dates to its birth -- and that image fueled the runaway success that made it the country’s second-largest discounter. But as the recession turned fashionistas into frugalistas, the retailer had to find a way of convincing customers to resist the pull of Wal-Mart’s rock-bottom prices. In the end, Target avoided a full-blown identity crisis and looked back to its roots, forcing it to rely on a competitive weapon it had all along: the ability to think for itself. Here, in this brief eBook, is how the ingenious marketer that defined cheap chic redefined what that means in a shabby economy.

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