One of the arguments that kills new ideas and products before they ever launch is concern that consumers will reject them. But this is often a fallacy.

Marketers have been personalizing collateral and targeting discreet messages by segment for decades.

One year into his role as CEO, Jeffrey Gennette has attributed Macy's limited turnaround so far to a renewed focus on the customer and has doubled down in that area significantly by testing and then scaling out a range of new capabilit

Most business value is created through customer behavior; therefore it's important to clearly define which specific customer behaviors you want to drive so that you can focus on how to motivate and measure those behaviors.

Some of the words we use in business are just plain worthless, and the word “strategy” is one of them.