Marketing

Viral marketing is an appealing idea, but it doesn't describe how online adoption usually happens.

Managing consumer data courteously can be a way to build a good relationship with customers.

New CEOs need to quickly establish themselves and communicate their vision.

What determines whether consumers will "like," comment on or share a company's Facebook posts?

Pursuing growth opportunities without defining your ideal customers can hamper profitable growth.

How companies can find their most influential online customers and enlist them to help promote their brands.

Using a seven-step process, an ice cream retailer substantially improved its social media marketing.

The ideal role of marketing was articulated 60 years ago. How close to the ideal have we come?

What determines whether or not an internal social media initiative brings business benefits?

Though online retailers have unlimited trading areas, they must learn where to best find customers.