Sep
14
Sears Uses Recession to Hone Brand Proposition
Posted in: Uncategorized
NEW YORK (AdAge.com) — In an interview with Advertising Age, Richard Gerstein, senior VP-marketing at Sears Holdings, talked about why cutting $94 million from his budget isn't that big of a deal, why recession-friendly advertising is more reflective of core brand positioning rather than a reaction to the economy, and why the Sears store experience isn't as bad as critics say.
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