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Influencer marketing is a key way to engage potential customers, build loyalty and drive a message to a larger market in an organic way. Darden marketing experts provide insights for aspiring influencers and marketers eager to analyze their effect.

A major driver of growth, marketing is a powerful business function. To help practitioners build effective marketing strategies in a dynamic marketplace, Darden experts explore important elements of this multifaceted area, including consumer psychology, customer relationship management, strategy, behavioral economics, marketing metrics and brand.

It is not enough to be correct; to be an effective professional, convincing others of your thinking is an essential skill. Darden Professor Marc Lipson details how to communicate clearly and persuasively, avoiding common pitfalls.

Most new ideas never evolve into profitable innovations. Darden Professor Raul Chao spells out an iterative process for increasing the odds of market success and shares insights on avoiding three all-too-common pitfalls.

Strategy is important, but it’s execution that makes or breaks a company’s goals. It’s also one of the greatest challenges faced by CEOs and top management teams. Based on information collected across industries, the 4A framework can help businesses establish a playbook for practical, successful execution.

In an age in which the public is actively invested in the values of a company and reputations can change abruptly, corporate responsibility is both a moral and business imperative. Here, Darden experts offer insights on corporate social responsibility and the evolving relationship of business and society.

Research shows that consumers don’t just make decisions based on personal beliefs, attitudes and preferences — at least not those in close relationships when choosing shared experiences. How can this information benefit relationships and marketing strategy?

To compete in today’s complex business environment, executives must excel at making decisions with an enterprise perspective. Darden Professor Elliott N. Weiss’ 9 Cs Enterprise-Perspective Model offers a useful decision-making framework.

Digital technologies are redefining business landscape, disrupting markets and industries. Darden Professor Michael Lenox offers insights how incumbent firms can start capturing the opportunities offered by digitization.