JCPenney builds on 180 years of history to reach the modern consumer

The importance of creating an emotional bond with consumers, over and above tactical promotions and price cuts, is the main argument of this presentation by Ruby Anik of JCPenney, to the 2009 Association of National Advertisers Multicultural Marketing & Diversity Conference.

JCPenney builds on 180 years of history to reach the modern consumer

Geoffrey Precourt

Geoffrey Precourt reports from the Association of National Advertisers 2009 Multicultural Marketing & Diversity Conference.  Read more of his latest stories and analysis


JCPenney is the retail store for Middle America: with its reliance on style and quality - in addition to price - it relies on catalogue, online and store sales to drive its merchandise.

"And, in a time like we've experienced the last two years, our customer is the one who's been hurt the most," said Ruby Anik,...

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