Retailers shift their ad spending from TV, radio and print ads to digital ads.
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Still, Halperin`s success hinges not so much on his ability as a consumer marketing expert, but on his ability as an internal salesman. If he can persuade Sony`s upper management to buy into his vision of what the company`s direct sales channel ought to be, the Sony brand stands a good chance of once again becoming the brand of choice in consumer electronics, analysts say. If not, they add, expect the Sony brand to continue its slide and SonyStyle.com to become just another web site.
Peter Lucas is a Highland Park, Ill.-based freelance business writer.
The Halperin Resume
May 2005-present: Senior vice president, Consumer Direct Business Sony Electronics Inc.
2003-May 2005: Headed Sony`s CRM Business platform and Cierge personal shopping program.
2001-2003: Senior general manager of Business Development for Sony Electronics eSolutions Company.
1983-2001: Member Sony Electronics consumer sales team, overseeing various product categories and sales organizations.