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Article: Beverly Hills hires marketing expert to restore appeal
- Article from:
- The Pantagraph Bloomington, IL
- Article date:
- September 3, 2003
- Author:
CopyrightCopyright 2003 The Pantagraph Bloomington, IL. Provided by ProQuest LLC. (Hide copyright information)
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BEVERLY HILLS, Calif. -- Can a former marketing czar for
Snackwell's cookies lure tourists back to this stylish, storied city
without cheapening its cachet? His efforts thus far have some Rodeo
Drive shopkeepers up in arms.
Michael Kent was hired in February to help Beverly Hills polish an
image tarnished by dwindling tourism, competition from other Los
Angeles shopping districts and a general downturn triggered by the
Sept. 11 attacks. Among his marketing ideas: an advertising campaign,
celebrity-driven events and discount deals to draw a broader variety
of visitors.
Owners of the high-end shops concede they need help. But many
sniff at such marketing tactics, which they consider too ...