MINNEAPOLIS: Best Buy is putting its PR and marketing groups in the same department for the first time as part of an effort to help the electronics retailer better connect with customers.

Best Buy veteran John Walden has assumed the role of EVP of the newly created customer-business group, which will include marketing, advertising, customer call centers, store design, and communications. Walden had been EVP of human capital and leadership before the December 6 reorganization.

The PR group had reported to the ...