When marketers design a direct mail campaign, two extremes beckon: that of the scientist, who sets up rigorous multivariate testing campaigns

Shopper marketing can help improve sales in a tough economy. Here are a few examples

EYE ON THE CUSTOMER If you want to know what customers are thinking, just ask them. That's what the National Retail Federation is doing in a new partnership

Most consumers' shopping habits change to some degree in a recession. They put off replacing the car, don't buy that extra handbag or pair of shoes, and

Helpful Hintstwitter Twitter, Don't Fritter Trying to tweet? Here are some tools you should know about to keep your Twitter campaigns rocking, as noted

Retailers often allocate a healthy chunk of their promotional efforts and budgets to customers who made the most recent transactions. But these efforts

WHEN IT COMES TO SPEAKING TO WOMEN, WHO DOES A BETTER JOB? OTHER WOMEN? MEN? OR A COMBINATION OF THE TWO? IN THIS ISSUE, CHIEF MARKETER BEGINS THE FIRST

A Web campaign to get visitors to design themselves and their friends into a customized Disney Main Street Parade has produced thousands of parades in two months and plenty of viral buzz for Walt Disney World Resorts

Web sites have users, Facebook has friends, and Twitter has followers. They follow your messages—and in the process, they follow your life.

The public outcry over AIG bonuses could be a tipping point in the current economic story. Executive bonuses have been a silent problem inside numerous corporations for years. Shareholders have sought input, but their voices have generally gone unheard