Starbucks CEO Howard Schultz — now in his second stint with the firm — insists he's returning to the company's roots. But now the firm is adapting mass market tactics such as television commercials and coupons, that it never had to resort to previously. It has doubled its marketing budget to $100 million annually. Its coupon pitch offers free tall-size coffees every Wednesday through May 28. One consultant said of the strategy, ”I think it's desperation.”