Marketers of technology and entertainment products are hoping for a big holiday season, as are the retailers that carry their goods. In a Q&A interview, Best Buy CMO Michael Linton talks about the
company's expectation for the season and its marketing and advertising plans. He says Best Buy is "cautiously optimistic" about how well the company will do this season but adds that research has
indicated digital equipment in all its forms remain high on most consumers' Christmas shopping lists. "When we look at our customers in the marketplace, almost everybody that is going to enter into
the digital marketplace is already there in some way," Linton says. "Computer penetration, DVD penetration and cell phone penetration are all pretty high. Now what we are seeing is people starting to
connect these things to each other and personalize the connection for them... It's a new way to look at the marketplace now. It's not just one size fits all. It's finding what is right for you."
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