All marketers, including entrepreneurs engaged in startups, must understand their customers from a 360 degree perspective. The process typically begins by identifying the most productive customers for ...

Digital marketing specialists are in demand and getting average salaries of over $75,000. Find out the qualifications you ...

Blake McShane is an associate professor of marketing at Kellogg, where he teaches courses in customer analytics, marketing research and data analysis. As a statistical methodologist, McShane has ...

Utilizing market research to inform decision-making begins with clearly identifying the objective: What specific goal am I looking to achieve? The scope and nature of the decision to be made will ...