Shopper Marketing

Goodyear's new senior sales and marketing executive will be responsible for establishing a program of sales and marketing excellence aligned with the company's focus on working from the market back to enhance the customer and consumer experience.

Consumer packaged goods companies are under intense pressure to transform their digital platforms to satisfy rapidly changing consumer preferences and demands.

Over the past decade, the food buying habits of Hispanics have begun to mirror those of American consumers as a whole, and U.S. marketers must be aware of various emerging trends if they seek to effectively reach the increasingly influential Latino consumer segment

Deckers Outdoor Corporation experienced 70 percent year-over-year growth since 2012 by strengthening its social media advertising and creating PLAs that replicate the in-store experience for online customers.

Marketing programs need to change. The opportunity is to execute test and learn strategies and to get good at listening.

There will come a day very soon when the words "crowdsourcing" and "open innovation" will become quaint, archaic reminders of ideation history. Here's why...

As the bacon category leader, Kraft Foods Group, Inc.'s billion-dollar Oscar Mayer brand does not need marketing gimmicks to keep consumers coming back for more of its beloved bacon products. But, its comfortable position is not stopping the brand from pursuing its passion to delight bacon aficionados and loyal consumers with one innovation after another.

A recent digital couponing campaign proved fruitful for The Dannon Company, which is on a on a mission to evolve the way with which it engages consumers and encourage them to eat yogurt every day.