Chiao, Yu-Ching; Cheng, Keng-Hsiang; Hsu, Shu-Mei - In: Asian Case Research Journal (ACRJ) 17 (2013) 02, pp. 339-358
At the end of April 2005, the 7-Eleven Corporation, with 6 months preparation, invested around $200 million N.T. dollars (NTD) ($6.35 million USD) to implement an innovative and integrated instore marketing campaign by rewarding customers with an exquisite 3D Hello Kitty magnet and coupons for...