Retail Insights ‐ Spring 1996

Three years out of a recession corporate strategy has undergone a decisive shift in emphasis from cost reduction to sales growth. Companies are looking hard at the structure of their marketing departments in search of better performance. Three models are apparent. First, there is pure marketing; McVities is trying to gain leverage by concentrating on the essentials. Second, immediate marketing; American Express (Amex) has decentralized its operations and is improving its market segmentation. Finally, introductory marketing; companies such as Allied Leisure are looking to start again from scratch