By changing your approach, you can generate productive engagement rather than defensive deflection when finance and marketing interact...

More than ever before, the approval of any significant marketing initiative is dependent upon a compelling business case. A good one is meant to function as a logical framework for the organization of all of the benefit and cost information about a given project or investment...

In the latest installment of our Meeting of the Minds webcast series, Gerard Tellis, Marshall School of Business, University of Southern California, shared with us a comprehensive study that finds several new empirical generalizations about advertising elasticity...

The early days of web analytics represents a classic case of measuring what you can instead of what you should. But now, innovative companies are figuring out how to utilize online data more strategically, turning those insights into recommendations that influence the business...