Sears, Roebuck & Co.: Come See The Softer Side Of Sears campaign

Susan Risland

The impressive comeback of Sears, Roebuck and Co. was one of the major success stories of the 1990s.

Sears, Roebuck & Co.: Come See The Softer Side Of Sears campaign

Susan Risland

OVERVIEW

The impressive comeback of Sears, Roebuck and Co. was one of the major success stories of the 1990s. Sears was losing billions of dollars a year in the early 1990s but recovered to become one of the top retailers in the nation by 1997. Under the leadership of Arthur C. Martinez, its new chief executive officer, Sears had divested itself of various peripheral businesses, focused on its strengths, updated its stores and merchandise, and publicized the changes by releasing one of the largest advertising campaigns...

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