If you grew up in the midwest Marshall Fields probably holds a special place in your heart. It does (did) for me. The Wall Street Journal’s Amy Merrick reflects on what Marshall Field’s meant to her grandmother and generations of Chicagoans as the department store gears up for its last Christmas under that name. It’s a beautiful piece of writing. Her article should be a primer for all the "new" marketing folks trying to crack the code on customer loyalty (hint: look at "old" marketing).

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