When Cheryl Roth co-founded Organic Works Marketing in New York six years ago, she never suspected that one of the most dramatic consumer shifts in recent memory would place her company squarely on the cutting [Read More]

“These ads are more creative and effective because they are made by people who are passionate about the product and who also have an intimate, firsthand knowledge of exactly why people like it,” says Charlie [Read More]

How many roads can a man walk down? Ben Cohen seems determined to find out. He’s been a college dropout, teacher of troubled kids, cofounder and CEO of Ben & Jerry’s, and now president and [Read More]

The belief now is that an integrated marketing communications strategy incorporating an array of media platforms must be employed. And as marketers seek to capitalize on the latest technological advancements to deliver their messages, they [Read More]

As director of marketing for the Lance Armstrong Foundation (LAF), Bianca Bellavia knows she’s in an enviable position. The foundation’s namesake, champion cyclist and cancer survivor Lance Armstrong, is not only an international superstar who [Read More]

As consumers seek relationships with companies they trust, “pull” tactics — those designed to focus on the specific likes and needs of a target demographic — are increasingly being embraced by marketers. “Pull [Read More]

In life, there is no separation between one’s vocation and one’s avocation, between our day jobs and the other things we do to remain inspired. That’s the principle that guides Yvon Chouinard, founder of the [Read More]

The president of Chapel Hill–based Yankelovich Partners Inc., a leading U.S. research and consulting firm, he has helped companies leverage their public profiles and boost profits. FuelNet caught up with Smith to get his perspective [Read More]

Competition from around the world has grown at a frenetic pace. Consumers are flooded with products and images, sales pitches and gimmicks. It can be equally confusing and overwhelming.

So how can you create a brand [Read More]

The way marketing trends guru Jack Trout sees it, the biggest problem facing customer relationship marketers today is Wall Street and its “growth for growth’s sake” philosophy. The constant pressure companies face to not only [Read More]