Title

"Focus: Marketing" piece featuring an interview in question-and-answer format wi

Authors

Sean Donahue

Source

Mainebiz

Date

10-17-2005

Pages

33-34, 36

Abstract

"Focus: Marketing" piece featuring an interview in question-and-answer format with Steve Fuller, vice-president of corporate marketing for L.L. Bean. Fuller discusses the company's new advertising strategy and the process of picking a new agency. After a three-month search, L.L. Bean has reportedly chosen New York-based JWT to provide new creative direction. L.L. Bean's TV, print and radio advertising budget is estimated at $25 million a year.

Subjects

Marketing

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