Mike Boylson, CMO of JCPenney, tells how his company is using detailed insights about consumer needs and wants to shape messaging and boost marketing ROI. Play Video read the transcript [RTF]
Continue reading…Archive for May, 2009
JCPenney (Part 3): Unfiltered Conversation
JCPenney chief marketing officer Mike Boylson explains how using direct mail allows his brand to slip past media filters to maintain in-depth and relevant communications with consumers. Play Video read the transcript [RTF]
Continue reading…Good Marketing in Bad Times
A new Web series on how to beat the recession Play Video read the transcript [RTF]
Continue reading…Marketing to GLBT Communities Grows More Sophisticated
New, more sophisticated efforts show a growing respect for the gay and lesbian audience – and its buying power With sales down and its product line not generating the excitement it once did, car maker Saturn decided that it needed to overhaul not only its cars, but also its marketing focus. Even as the company [...]
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