Traditional retail metrics like customer acquisition cost (CAC) and customer lifetime value (CLV) are increasingly limited in providing a comprehensive view of customer value and marketing ROI. As ...

Forbes contributors publish independent expert analyses and insights. I teach growth leaders how to grow revenues, profits and firm value. What’s the best way to structure and organize marketing in a ...

Discover how the Value Marketing Framework revolutionizes traditional marketing approaches by emphasizing value-added strategies. This innovative framework guides businesses in quickly and affordably ...

Marketing has an image problem. Ironic for a discipline built on persuasion, but it’s losing its edge: consumers tune out, CFOs redirect dollars, and CMOs churn faster than New York Jets head coaches.

Before embarking on a shopping journey, customers often find themselves in a state of awareness where a specific need or desire has sprouted in their minds. A growing recognition of a gap ...