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What was Lee Apparel Companys overall goal for conducting such an extensive test market of its new line of jeans

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What was Lee Apparel Company’s overall goal for conducting such an extensive test market of its new line of jeans under the brand name “Riders”? In your opinion did the company achieve its goal? Why or why not?

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Lee wanted to use the benefits of a customer database to …View the full answer


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Essentials of Marketing Research

Essentials of Marketing Research

ISBN: 978-0073404820

2nd edition

Authors: Joseph Hair, Mary Wolfinbarger, Robert Bush, David Ortinau

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Question Posted: December 07, 2015 06:31:30
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