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ABSTRACT. This case study involves a couple considering opening a “healthy” easy-meal prep store in the Raleigh-Durham, NC area. The industry is rapidly changing with many stores going out of business. A promotional strategy which includes engaging customer segments through social media and other marketing media must be developed if this new store is to succeed. The industry is examined as well as regional and customer demographics. Social networking media and customer engagement are emphasized. pp. 70-85


Keywords: Promotional strategy, social media, customer engagement

Marcy L. Courier
Robert McMurrian
James M. Lee
University of Tampa

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