Marketing

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

To define what baseline result you’re after — that is, what action you want people to take after they walk away from your talk — it helps to know your audience.

Brand managers need to stop guarding and start enabling in the generative AI age. Use these lessons to safely cocreate with consumers.

When your product is a beloved classic, how do you update it to attract new customers?

Research reveals that a focus on finances is no substitute for creating customer value when a company is struggling.