Sharing consumers’ positive stories about a brand can be a highly effective marketing strategy.
For companies, the social media behavior of employees represents both an opportunity and a risk.
Marie-Cécile Cervellon and Pamela Lirio
To calculate ROI accurately, you need to estimate the fraction of profits attributable to the investment.
Neil T. Bendle and Charan K. Bagga
An online questionnaire helps assess how well a company’s supply chain and sales operations are integrated.