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EXECUTIVE INSIGHTS.
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- Author(s): SULLIVAN, ELISABETH A. (AUTHOR)
- Source:
Marketing News. 5/31/2012, Vol. 46 Issue 7, p42-42. 1p.
- Subject Terms:
- Additional Information
- Subject Terms:
- Subject Terms:
- Abstract:
An interview with senior vice president of marketing Lisa MacPherson at retailer Hallmark Cards Inc. is presented. When asked about what advice she could give concerning relationship marketing, she said that empathy and authenticity are important for the best emotional relationships and comments that in marketing that translates into an intimate understanding of customer needs. She talked about marketing research methods, including focus groups for ensuring advertising resonates with audiences.
