Marketing is the entire process of researching customer needs and preferences, developing product and service solutions to match, and promoting the benefits to targeted customers. Understanding basic ...

Consumer behavior—or how people buy and use goods and services—is a rich field of psychological research, particularly for companies trying to sell products to as many potential customers as possible.

When it comes to modern marketing, consumer research provides marketers with the insights needed to keep up with the ever-evolving preferences and behaviors of their audience. Consumer research ...

Uncover the dynamics of the consumer goods sector, where companies produce goods for individual use. Understand how ...

Consumers are a tribal bunch, and the groups they choose to belong to are significant to how those consumers view themselves and live their lives. Much the way they pick like-minded friends, consumers ...

Marketing is strategic communication between an organization and its customers. To market effectively, managers must come to know their audience through research ...

Forbes contributors publish independent expert analyses and insights. Rob Salkowitz is an Eisner-nominated comics journalist and author. A new survey of nearly 300 top marketers at for-profit US ...

The Kellogg Marketing doctoral program provides rigorous training in the skills required for success as a world-class marketing researcher. This is achieved via coursework, close collaboration with ...

Learn how situational content marketing is reshaping the future of content strategies. Adapt and resonate with your audience in real-time. For decades, marketers have relied on the traditional funnel ...