How RadioShack lost its core customers – then found them again

This report from the ANA's Masters of Marketing convention covers the presentation of RadioShack's CMO, Lee D Applbaum, on the rejuvenation of the 90-year-old electrical retailer.

How RadioShack lost its core customers – then found them again

Geoffrey PrecourtWarc

Sometimes, even the best marketing intentions end up doing a brand a disservice. Yet only rarely does a senior marketer have the confidence and courage to discuss such snafus before an audience of 1,700 peers.

At the Association of National Advertisers 2011 Masters of Marketing convention in Phoenix, Lee D. Applbaum, EVP/CMO of RadioShack, spoke frankly about a series of "pitfalls" that compromised the retailer's plans to bring some "elements of modernity" to its chain of electronics stores. "Revitalizing a [venerable] brand is not done...

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