From the client side: Connecting with the customer

In January 1993, Sears decided to restructure its business, concentrating on their target customers - which research showed to be the woman of the family - and making their stores the most compelling places to shop.

From the Client Side: Connecting with the Customer

Sears and its agencies take an integrated marketing approach

John H. Costellosenior executive vice president, general manager, marketing, at Sears, Roebuck and Co

The flagship retailing arm of Sears, Roebuck and Co initiated a sweeping restructuring in January 1993. Under the direction of its new chairman and chief executive officer, Arthur C. Martinez, this comprehensive effort is designed to concentrate on Sears' target customer and make the company's stores the most compelling places to shop, while it vigorously cuts costs and develops a high-performance, results-oriented culture.

Today, Sears, Roebuck...

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