David W. Stewart, editor of the Journal of the Academy of Marketing Science shares his expertise and thoughts on Marketing Accountability.
The measurement trap represents a false belief that we can fully understand all aspects of our business strictly through measurement.
New do-not-call regulations make telemarketing more difficult and less profitable for businesses, but permission-based direct marketing is an effective tool.
Emerging information technologies and artificial intelligence (AI) techniques can improve the accuracy of forecasts and enhance the bottom line.
Distraction, information, and compensation are common strategies that may mollify waiting customers.
The traditional institutional sales representative is becoming a casualty to the move to electronic E2B supply chain management.
To improve internal customer service, managers need to measure, give feedback, and continuously improve upon how employees serve each other.
In trust-based relationships, customers may share ways in which we can better serve them.
A case study involving a private country club charged with increasing memberships to cover the cost of opening a second 18-hole golf course.