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Non-Tech : Borders Group (BGP)
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To: Still Rolling who wrote (157)2/7/1999 4:45:00 PM
From: Jacques Tootight  Read Replies (1) of 411
 
Craig,

Borders has new management at the CEO level, and Pfeffer says he is aware of the companies shortcomings and will act to correct it. Obviously, the proof will be in the execution. What's troubling to me is that I haven't seen any changes or new key appointments in the marketing, PR, or advertising areas. Believe me, as a long time watcher of the company, these areas are critically weak. They haven't had to develop those talents as early growth came easy. Now they're behind the eight ball. This company needs a shot of adrenaline. Building brand awareness is key. They need to take a page out of the Nike book. They need to hire a professional spinmeister from the Clinton administration or Amazon. Someone who can tell a story, someone who can make the worst situation look damn rosy.

Cheers -

RC
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