There really is an equation to calculate both hardcore return on investment and softer brand equity. It's just a different equation for every campaign.

There's a lot more to kids' marketing today than trying to keep brands relevant, hip and cool. Today's kids want two additional things from marketers:

The Internet can sell in a lot of categories, but it has one Achilles' heel: It often comes up short in selling highly personalized products that demand

Blockbuster Video was blindsided by an up-and comer—and according to Shelly Lazarus, chairman/CEO of branding agency Ogilvy & Mather Worldwide, it cost the company $500 million a year.

Yahoo has entered into a multi-year agreement to provide search and paid search ads for inflight satellite Internet service Connexion by Boeing

Ask any four marketers what customer relationship management means to them and you're likely to get four completely unique answers. Direct magazine knows—because it did just that. It talked with four practitioners to get their thoughts on the state of CRM in today's business environment.

Here’s a question for you expert data analysts: A Customer buys flowers on Valentine’s Day. Obviously, they are a gift, right? Well, yes. But Proflowers.com couldn't always connect those two dots to predict who would buy gifts on other occasions. But now it can.

HEE Corp. a nutraceutical firm based in Hutchinson, KS, is preparing to roll out its first direct mail, e-mail and direct response TV campaign. The campaign is designed to promote newly launched products to reach new customers, increase customer loyalty and generate direct response sales.

Marriott International, Inc.'s guest loyalty program, Marriott Rewards, is offering a new incentive by offering to pick up honeymoon costs for couples who book their wedding reception at a participating Marriott or Renaissance hotel on a Friday or ...

Harrah's Entertainment plans to merge its 30 million loyalty club members with Caesars 28 million Connection Club members, creating a mega-database of faithful consumers who often spend without abandon in the hopes of hitting the big jackpot. In a ...