Marketing experts have studied attribution for many decades, with current theory dating to the 1950s work of F. Heider. It is the study of human behavior as it relates to purchasing products and ...

As an ardent sports fan, most of my analogies revolve around sports — and so does my understanding of attribution in marketing. In basketball, there is a much-coveted achievement called the ...

Forbes contributors publish independent expert analyses and insights. Andrea Wasserman is serial retail executive and executive coach. This article is more than 2 years old. Among the advertising ...

Marketing is more of a science than its more creative counterparts – advertising, public relations and promotions – but, despite its emphasis on research and number-crunching, marketing still relies ...

Marketing tactics tend to stick to a tried-and-tested principle: If you’re marketing something consumers don’t need to survive, target their emotions, rather than their logic. The closer you can get ...