Learn the core practice of dividing a broad market into distinct subsets of consumers based on shared characteristics.

AI is more than just another tool in the marketing stack; it has become a strategic, collaborative partner for marketers.

Inbound and outbound marketing are two foundational strategies within the marketing universe, each with a distinct approach ...

For years, creativity and intuition have been held up as the twin engines of marketing. And while they’re still essential, ...

Findings from ambassador marketing company Fohr's new "Almanac of Influence" report also underscore the waning impact of megainfluencers.

Predicting consumer behavior is a core responsibility for most marketers. Market research can help reveal consumer intentions, but penetrating the veil that protects actual consumer motivations from ...

The retail landscape is in flux. What may have worked for retail marketers just a few years ago may no longer have the same impact today. Why? Buyer journeys are evolving, spending habits are shifting ...

Teo, T. and Zhang, A. (2025) Is Consumer Behavior the Final Conquest for the Metaverse: Are We Ready for It?. Modern Economy, ...

Traditional marketing focuses on giving customers what they want or need even if they want something unhealthy, dangerous or bad for the environment. Societal marketing also focuses on wants and needs ...

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.