1. For the New Macy's, All Marketing Is Local.
- Author
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Klara, Robert
- Subjects
- *
RELATIONSHIP marketing , *CUSTOMER relations , *MARKETING strategy - Abstract
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.
- Published
- 2010