By: Frank S. Washington

It’s no secret that big companies often don’t do well when making overtures to small businesses. In many instances, their outreach efforts fail not because big businesses don’t have anything worthwhile to offer but because major marketers aren’t very good at holding the attention of small …

Jeff Baker turned his company upside down to become sustainable and socially responsible. So why did he keep it a secret for so long?

By: Elaine Appleton Grant

Jeffrey Baker’s company does not look like a green business. To get to his Image 4 offices, you inch …

By Lekan Oguntoyinbo

Two years ago, Kaiser Permanente embarked on a difficult campaign: persuading C-level executives at several major corporations to switch health care providers. To seize the attention of the key decision makers, the company kicked off the campaign dubbed “In the Company of the …

With calls for executive accountability increasing, major marketers are learning to speak a language that only a CFO
could love.

By: W. Eric Martin

Used to be, marketers had only a few basic questions to ask and answer, from What are my consumers like? to How can I help them?

But …

Once torn between “old” Media and new, Marketers are learning that both work best when working together

By: Samar Farah

At first glance, Papa John’s Pizza would seem to be your traditional brand: a mass-market product with a mass-market audience and a mass-media approach to marketing. But when it comes to …

The printing industry undergoes a climate change as it reduces its environmental impact

By: W. Eric Martin

Few inventions have had the cultural, political and social impact of printing. Johannes Gutenberg’s invention of the movable type printing press in the 15th century brought the written word to millions and has arguably …