JCPenney builds on 180 years of history to reach the modern consumer
Geoffrey Precourt reports from the Association of National Advertisers 2009 Multicultural Marketing & Diversity Conference. Read more of his latest stories and analysis atwarc.com/precourt.
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,...