Marketing

Project leaders should frame projects the same way marketing managers frame branding efforts.

When consumers encounter negative information about a company, its reputation for corporate social responsibility can help--but only sometimes.

Want to increase sales of a bundle of goods or services that includes both pleasurable and utilitarian items? Research suggests that a discount will increase sales more effectively if it's offered on the pleasurable item.

There are three important ways in which customer relationship management (CRM) practices often fail.

Companies need to understand and manage the rising threat of online public complaining.

Jonathan Byrnes offers techniques to improve your organization's profitability.

Effective social media measurement turns the traditional ROI approach on its head and measures investments made by customers in social media.

Organizations need to value the "soft side" of customer management: emotions, trust and control.

Too many companies do not effectively target growing ethnic and immigrant markets within the U.S.

Are your customers in a concrete or abstract mindset as they think about purchasing your product? The answer can affect how much they buy.