Barry Gray

Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.

By Denny Hatch A guy I know bought two Fedders air conditioning units and a VCR from American Appliance, an independent discount appliance chain in my area. One of the machines didn't work, and he phoned the store. The line was perpetually busy. He went to the store during regular hours and was told the store was closed. "When will it be open?" "I am telling you, the store is closed," was the reply. It turns out GE Capital called in its markers, and the 33-year-old, privately held American Appliance instantly shut all 24 stores and fired its 700 employees. For The Philadelphia Inquirer

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