Marketing

Not every customer is an asset to your company, but determining who to cull — and how — can be a challenge.

Omnichannel retailers can extend their customer engagement and logistics capabilities via nontraditional sales and fulfillment locations.

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.