Marketing

New research suggests that a smaller company can benefit by making consumers aware that it competes against bigger corporations.

Using tiers of customer data, Facebook is delivering personalization on an unprecedented scale.

NestlÌ© UK had customers vote for a new candy bar flavor — and increased customer engagement.

For most companies, pricing has long been a sensitive, private affair. But what happens when you outsource some pricing choices to customers?

Audi wants customers to "trade up" cars as as easily they upgrade software.

For KLM, social business developed in response to an epic customer service crisis.

B. Bonin Bough oversees social media for Oreo, Ritz and Cadbury — big brands in the social world.

A survey by MIT SMR and Deloitte shows companies starting to derive real value from social business.

It's possible for a company to win a price war by leveraging a specific set of strategic capabilities.

Twitter is helping companies build new kinds of connections with consumers.