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Advertising Age Article Abstract

Back-to-School Season Expected to Hit $83.8B

'Desperation Is Gone' as Retailers See Double-Digit Gains, Turn to Upbeat Marketing With a Little Less Price Promotion

Published: August 03, 2012

Parents aren't the only ones happy kids are headed back to classrooms -- so are retailers. That's because after several years of lackluster results, back-to-school spending is rebounding in a big way. ...

Full Article Word count: 642

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