Search

The article focuses on the emphasis of U.S. department-store company Macy's on local marketing to combat the recession. In the middle of 2009, Macy's launched My Macy's in 20 markets to provide its customers with personalized products. The move came after its chief marketing officer (CMO) Peter Sachse returned to the company in 2007 and implemented the directive of chief executive officer (CEO) Terry Lundgren to get to know its customers. Executive vice president (EVP) for marketing Martine Reardon has five regional offices for the purpose. INSETS: ADDING 'EXPERIENCE';Taking Americans' Health to the Max.

In this article the author discusses the mass customization of marketing, in which marketing firms attempted to offer consumers products that met their needs exactly and attempted to allow consumers to become involved in developing products. She is critical of the idea of mass customization and suggests that it confuses consumers by giving them too many choices to consider at one time.

Presents insights on the importance of expressing emotional connection with consumers to product marketing. Metaphorical implications of emotional benefits; Background on the Orthodox branding's categorical demand for emotional connection; Factors to consider in achieving marketing success.