Marketing industry

Online advertising is opaque and often funnels money to sites that can damage your brand. Here’s how companies can protect themselves.

A survival guide for the new, privacy-centric iOS 14.5.

Though celebrity influencers get lots of attention, they often don't produce sales. When Bocconi University's Maximilian Beichert and colleagues looked...

Too many products. Too many ads. The daily torrent of data has made customer information systems more important than ever.

A framework for aligning growth strategies and capabilities

Which one should you invest in?

It's about why people buy, not just who they are.

You can’t please everyone.

A new survey of more than 300 marketing leaders identified five key trends.

The Internet promises to give marketing the same boost in productivity that new operational strategies have given to manufacturing.

Research reveals the limitations of a "freemium" approach.

Clinton's "basket of deplorables," meet Apple's "PC Guy."

Three operational differences that allow them to make the most of the technology.

What many marketers get wrong.

French powerhouse LVMH has created a constellation of the most lucrative brands in the world, from Dior to Dom Pérignon. Its chairman explains that success comes down to a four-part paradox: Be timeless and modern, fast growing and highly profitable—all at once.

Advaark achieved phenomenal success selling one service very well. But now customers are asking for more, creating a strategic dilemma that could tear the company apart.

Why are you paying for bots to click on your ads?

A close look at ad campaigns from Hillary Clinton and Apple.

What, if any, is the relationship among prices, advertising expenditures, and return on investment? Prior research has yielded inconclusive answers to this question, but in analyzing data from 227 consumer businesses, the authors have found a consistent pattern. Companies with relatively high prices and high advertising expenditures, for instance, had higher profits than companies with […]

Describes the relative share of voice effect in advertising. In most markets, consumer goods markets are in a state of equilibrium--advertising expenditures...