Wal-Mart exec looks at retail future

Cuneo, Alice Z.
February 2000
Advertising Age;2/14/2000, Vol. 71 Issue 7, p74
Trade Publication
This article presents the views of Wal-Mart senior vice president of consumer communications Paul Higham on the future of retail marketing. In a talk during the Retail Advertising & Marketing Association's Retail Advertising Conference 2000 held February 2000, Higham discussed the challenges facing marketing. Higham noted that marketers need to take the issue of consumer privacy seriously and to respect it. To harness e-commerce, marketers need to understand that the Internet's effectiveness cannot be measured in terms of traditional media. He said that measuring Web marketing in the same sense as consistent media will be a very unproductive effort and a frustrating one, too. Higham also questioned some advertising practices that dominated the 1990s, such was what he called MBA-ism, noting that rational answers marketers previously sought need to be replaced with an emotional balance.


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