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
CS: Can you talk about the possible purchase of the Eddie Bauer retail chain?
Fuller: No, I really can’t.
CS: You were quoted as saying that L.L. Bean can no longer focus too much on just its customer file or best buyers. Rather, the company must do more prospecting. Tell me about some of the new initiatives in that regard.
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