What J.C. Penney's missteps can teach you about marketing

04/11/2013 | Entrepreneur online

J.C. Penney's recent struggles emphasize the importance of understanding your customers and recognizing just how difficult it can be to get them to change their behavior, Jim Joseph writes. However, if you decide to make a radical change, "you need to stick with it long enough to see if it's actually going to work," he writes.

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