The Growing Importance of Generation Z

Evans on Marketing Consumers and Their Behavior, Trends , , , , , , , , , , , , , 2

Our marketing dictionary keeps growing — in this case, we’re talking about consumer typologies. Among them are the Greatest Generation (born 1925-1945), Baby Boomers (born 1946-1964), Baby Busters (born 1965-1975), …

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Is Everything You Know About ROI Wrong?

Evans on Marketing Business Analytics and Marketing Information, Business-to-Business, Consumers and Their Behavior, Good and Bad Examples of Marketing, Pricing, Product Management , , , , , , , , 3

For most companies, maximizing their return on investment (ROI) is a key goal that drives their strategies. But are they using and measuring ROI properly? Sometimes, ROI is not so …

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