BENTONVILLE, Ark. -- Wal-Mart Stores here is effectively reducing promotion costs by outsourcing in-store and grand opening events. Although not all events are outsourced, Mass Connections, La Mirada, Calif., has staged hundreds of events since April for the retailer, including fashion shows and barbecues. Mass Connections calls these programs "retail-tainment." "The program alleviates most of the corporate management previously required to run the in-house program," said a source close to ...
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