Wednesday, November 7, 2007
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An Online Journal of the College of Business Administration at California State University, Long Beach
Alan Siegel, chairman and chief executive of branding strategy firm Siegel & Gale, comments on Starbucks' new TV ad, "Pass the Cheer." Many Americans, analysts are saying, are cutting back on affordable luxuries such as fancy coffee beverages, however. Perhaps the campaign should be "Lower the Prices." Siegel notes:
"People are becoming very price-conscious. Without making any kind of an offer, I'm not sure Starbucks is addressing the problem."
To read the full story, click here at LATimes.com.
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