L.L. Bean Moving Money Into Marketing
Almost two years ago, L.L. Bean began to move investments from infrastructure and staffing to prospecting and advertising. The results are just now coming in
The last 20 months at L.L. Bean have confirmed one over-arching principle: Progress can be painful.
Faced with stagnant sales, too much inventory and stale creative, Chris McCormick, CEO of L.L. Bean, had to make some difficult and unpopular decisions if he wanted to whip the company into fighting shape for the 21st century.
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