Morgans Hotel Group's laser focus on its core customer has afforded the chain luxuries other marketers can't match. For example, because the chain goes after 41-55-year-old male hipsters, it was free to launch a promotion last fall called "Fuck the recession." Now that same focus has allowed the company to put most of its marketing energy into making its Web site a hub for what Scott S. Williams, evp and CMO for the chain, calls "maximizers" -- people who are "always looking for more excitement."

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