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, ...

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 ...

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 ...

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 ...

Learn how to increase sales, expand market reach, and enhance competitive advantage by making products readily available to consumers where and when they want them. In the interconnected world of ...

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 ...

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 ...