ReaderÃ¢â‚¬â„¢s Digest Association Inc., the publisher of the pocket-sized magazine, will likely file a Chapter 11 bankruptcy under an agreement with a majority of its secured lenders to reduce debt by 75 percent.
Keys: Marketing, management, finance, bankruptcy
Questions for discussion:
- Do you think there is a market for this venerable magazine today? Explain your thinking.
- What would you do to revive the magazine? Explain your marketing strategy in terms of target markets, and the four Ps of marketing.