New York University marketing professor Priya Raghubir’s lightbulb moment about consumer behavior came in the late 1990s, when she was a new mother struggling with a fussy baby who refused to eat. One particularly exasperating day, she switched the bowl she normally used to feed her son and was amazed that he gobbled up everything. […]

Legendary marketing professor and consultant Philip Kotler has a stern warning for practitioners who are simply muddling through the coronavirus pandemic, waiting for a return to normal. That kind of complacency is a business killer, he says. “Marketing is no longer placing some ads in broadcast and print, and pricing your product. That’s the old […]

  For most companies, one of the key aspects to any new or ongoing initiative is being able to measure return on investment or ROI. How do we know that what we’re doing is paying off, or working better than what we’ve tried before? In the book, Marketing Metrics: The Manager’s Guide to Measuring Marketing […]