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Author(s)

Eric T. Anderson

Robert Apatoff

Charlotte Snyder

In the wake of the 2009 Valentine's Day rush, Robert Apatoff, president of world-class floral gifting company Florists' Transworld Delivery, Inc.--better known as FTD--pondered preliminary test results he had received from the head of his consumer division regarding an experimental marketing approach referred to as the "Good, Better, Best" (GBB) program.

Date Published: 04/18/2018
Citations: Anderson, Eric T., Robert Apatoff, Charlotte Snyder. Driving Growth with Analytics and Strategy at FTD. 5-118-009.