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Macy's explores local focus

March 25, 2008

Advertising Age: Peter Sachse, like many marketers before him, is doing a tricky balancing act: trying to find the perfect mix of national and local. Some 18 months after it reinvented itself as the country's largest department-store chain by aligning all its brands under one nameplate, Macy's chief marketing officer is seeking to balance its one-size-fits-all, star-studded national TV campaign with locally tailored products and promotions.

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