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A new survey released by Blanc & Otus, a technology communications agency, and G2 Crowd, a business software review platform, reveals the increasi

Our 2016 Edelman TRUST BAROMETER revealed trust in all four institutions has reached its highest level since the Great Recession.

The 2017 Edelman Earned Brand study explores the rise of belief-driven buyers, who will buy a brand based on a brand’s stance on a controversial issue.

Three factors form the foundation of a successful ad campaign: Reach, resonance and reaction. Reach the right audience, and ensure your advertising resonates positively so you can generate the desired reaction. Simple–right? Wrong.

Finding new business is a top challenge for small businesses. Friend referrals may help, as small-business owners say they are the best marketing tactic—and a key revenue driver.

If your hair stylist gave you $10 every time you sent one of your friends her way, you might be more tempted to tell everyone what a fabulous stylist she was -- or you might even try to make new friends to refer. This clever method of customer acquisition is a form of word-of-mouth marketing known as a referral program, and it is becoming increasingly popular in a wide range of industries, from financial services and automobiles to newspapers and hotels. Indeed, according to a new study co-authored by Wharton marketing professor Christophe Van den Bulte, referral programs are a financially attractive way for firms to acquire new customers.