Jason Fernando is a professional investor and writer who enjoys tackling and communicating complex business and financial problems. Natalya Yashina is a CPA, DASM with over 12 years of experience in ...

Walk down any supermarket aisle. What do you see? Brands, brands, and more brands. And, individually, each has its own equity—along with consumer appeal, value, unique brand-defining characteristics, ...

Mondelēz is doubling down on digital marketing and increased distribution across channels as it continues its transformation from a 'margin-centric' business to a more 'consumer-centric' company, ...

Anne Coughlan is an Emeritus Professor of Marketing, at the Kellogg School of Management. She joined the faculty in 1985. Dr. Coughlan's main research interests are in the areas of distribution ...

Embracing an omnichannel approach is essential in modern-day marketing, for any business. But what exactly does it entail? Omnichannel marketing is a comprehensive approach that integrates all ...

Cross-channel marketing can help small businesses boost sales and improve customer engagement, retention and conversion rates. By centralizing your customer data into a single source of truth, you can ...

Many simple and effective methods exist for measuring the profit impact of three of the four P's of marketing: price, promotions, and product. However, controlled experiments in test markets are ...

From your Instagram page to your company website, there are many paths to reach your target audience. However, only owned marketing channels offer complete authority over your brand’s message. Owned ...