RadioShack goes back to its DIY roots

10/23/2011 | Advertising Age (tiered subscription model)

RadioShack saw success with its push into mobile phones, but in the process it lost many of the core customers, who counted on the chain for electronics components for their DIY projects, said CMO Lee Applbaum. The company reached out via blogs and social media to reestablish those relationships, with a program that harked back to its roots.

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