Detail Wal-Mart's Makeover   Oleh:  Colvin, Geoff Jenis: Article from Bulletin/Magazine Dalam koleksi: Fortune vol. 164 no. 10 (Dec. 2011), page 28-33. Topik: Wal-Mart; Retail Industry; Advertising; Re-Branding Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: FF16.47 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Isi artikel What happened to the smiley face? It's long gone from Wal-Mart marketing after years as the corporate symbol, and its disappearance is part of a much larger story. It's hard to believe, but for decades the world's largest retailer wasn't much of a marketer. It spent little on marketing, and its efforts, epitomized by the grinning circle, could be charitably called down-home and realistically described as amateurish. Change finally began four years ago when Stephen Quinn was made chief marketing officer of Wal-Mart U.S. He exiled the smiley face to the land of e-mail emoticons and developed a new theme -- "Save money. Live better" -- that became a statement of corporate purpose. Current TV commercials actually include some wit while hammering home the message. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

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