Alfonso department store (Ivey, 9A99E002) presented data on 26 weeks Alfonso dollar sales and dollar advertising, along with the sale and advertising of competing businesses. In the appendix presents the results of a consultant’s analysis of this data. Students are asked to criticize this analysis and explore the implications.

Alfonso department store (Ivey, 9A99E002) presented data on 26 weeks Alfonso dollar sales and dollar advertising, along with the sale and advertising of competing businesses. In the appendix presents the results of a consultant’s analysis of this data. Students are asked to criticize this analysis and explore the implications.
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Phillip E. Pfeifer
Source: Darden School of Business
4 pages.
Publication Date: Feb 10, 2004. Prod #: UV3866-PDF-ENG
Supplement to Alfonso department store HBR case solution

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