Kohl's CEO Kevin Mansell says he plans to increase the store's marketing efforts, especially via broadcast, to reach "a broader swath of customers." He will do so despite being without a chief marketing officer; Julie Gardner left the company last year. "The message is going to be ... a broader message of savings and value across the store," Mansell adds. Kohl's spent $356.5 million on advertising in 2012, according to Kantar.
Kohl's vows more marketing to reach beyond core shopper