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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.

The author reflects on the lack of companies that dedicate their time and resources to building strong relationships with customers. He reveals the principal reason behind this oversight. He proposes the creation of a new position, the vice president of High-Touch Marketing (HTM). He explains the job responsibilities of the VP of HTM. He describes the relationship marketing strategy adopted by Safeway.

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.

The author offers opinions on marketing management. The recession is seen as requiring marketing executives to more fully understand the nature of brand choice by consumers and the entire shopping experience. The importance of in-store advertising and product positioning by enhancing the retail shopping experience is stressed.

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.