Cover Story: REI Treks Ahead
The camping gear marketer has changed its approach, but not its focus
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Paul Miller
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Beyond catalogs, stores and the Web, REI’s integration plan includes paid and natural search, e-mail, social networks, TV/radio, newspapers, and magazines. “The question really isn’t whether the catalog business will survive,” he says. “It’s how catalogs fit into our advertising model. Catalogs are not the only tool in our toolbox.”
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- People:
- Mike Bowcut
- Nick Radcliffe
- Places:
- Boston
- Kent, Wash.
E
Paul Miller
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