Small businesses can learn from the marketing decisions made at J.C. Penney, writes Walter Dailey, creative director for DSV Media. The company's choices emphasize the importance of paying attention to feedback and keeping your marketing strategy focused on what really matters. "The essence of marketing is not unrestrained ideas," he writes. "It's really about shifting attention to your brand for the purpose of sales."
What J.C. Penney can teach you about marketing