13
Sep
09

is discounting a good marketing strategy for your dispensary?

According to ad agency President Steve McGee, “is demeaning, destructive and depressing” yet companies do it all the time.  YetGreg Hintz, head of Yahoo Shopping, recently said, “Frugality is the new ‘cool’ ” and reports that searches for online coupons are up 50%.

In McGee’s opinion, “Discounting destroys brand equity, hamstrings investment in innovation, and zaps profitability for companies and their stakeholders.  Which raises an interesting question: Can discounting ever be an acceptable strategy for a business?  In his opinion, “There may be times and places where a discount can make sense to achieve a limited, well-defined objective. That said, discounting should be rarely used and carefully managed.  In a Business Week article he discusses three rules for successful disounting.  Click here to read his article on the Business Week website.


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About Arthur De Gennaro


My friends call me Art. Welcome to my blog. In this space you’ll find information and comments on the ophthalmology world, the optical industry, the hearing industry and medical practice management. My intent is to provide information you can use to improve your business and your own performance. Please visit often and feel free to join the discussions by leaving comments.

You can learn more about me and my consulting company, Arthur De Gennaro & Associates, LLC by visiting my web site www.adegennaro.com

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