Marketing

How consumer desire for sustainability is powering the first demand-driven, transformative megatrend—and how business leaders can make the most of this important moment.

Many marketing teams struggle to identify metrics that will support business strategy. A change in approach can help.

Recent research shows that social media influencers with small audiences can deliver big payoffs for brands.

Marketing leaders who understand the full value of a benefits-first perspective can help their companies better compete.

Companies are best served by a CMO whose skills and knowledge align with their needs at their particular growth stage.

Struggling brick-and-mortar retailers can learn new ways to attract store shoppers.

These five steps can help you burnish your employer brand and meet the challenge of talent acquisition.

Sharing values with customers builds loyalty and can be a valuable differentiator in competitive markets.

Use evidence-based criteria to decide when to drop unprofitable customers in order to better serve your profitable ones.

Marketers have long benchmarked their budgets against their peers’ spending. But it’s time to seek better metrics than the average budget.