Marketing Factoids

  • Music sales in the United States will decline to $9.2 billion in 2013, from $10.1 billion this year. source ›
  • Acquiring a new customer costs about five to seven times as much as maintaining a profitable relationship with an existing customer source ›
  • Consumers ages 18 to 27 say they use the Internet nearly 13 hours a week, compared to viewing 10 hours of TV source ›
  • more factoids ›
MAY 21

Macy's National Approach: Go Local†

Marketing Shifts to Web, Radio and Newspapers, Away From Television

Wall Street Journal, May 21, 2008 — When Macy's decided a couple of years ago to build a national brand, it boosted its spending on television advertising. But as part of a recent move to appeal to local tastes, the retailer will emphasize media such as newspapers, radio and Internet advertising.

Overseeing the new marketing strategy is Peter Sachse, who doubles as Macy's chief marketing officer and chairman of Macy's online division. A 25-year veteran of Federated Department Stores, which last year changed its name to Macy's, he is serving his second stint as CMO. He filled the job from 2003 to 2006 before moving on to run Macys.com, resuming the role about a year ago after his successor left abruptly.

Category: Marketing Strategy
Tags: Macy's, Marketing Mix

Add Your Comment

(required)
(required)



(to prevent comment spam)
 


Any HTML in your comment will be removed upon submission. All comments are moderated, and it may take up to 24 hours for your submission to be approved and published. The BackPocket editors reserve the right to edit or remove comments at any time and for any reason.

Subscribe to comments on this article