Portrait of a Pioneer
A Customer-Centric Approach and Other Enduring Lessons Learned From the Old Sears Catalogs
Through the long lens of history, we can see that Sears didn’t just sell products—it also tried to achieve overall customer satisfaction, a good lesson for catalogers of any era.
Sang-Youb Lee is vice president of KODMA, the first direct marketing agency in South Korea, and a graduate student in the Direct and Interactive Marketing Program at New York University. He can be reached via e-mail at sangyoublee@naver.com or SYL239@nyu.edu.
- Companies:
- Sears Shop At Home
- Sears, Roebuck & Co.
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