Starbucks is “close to doubling” its marketing spend as a percentage of revenue, as the coffee chain focuses on “getting back” to what “sets [it] apart” as a brand under the leadership of its new CEO.

Marketing is generally estimated to take up between 2 and 5% of a B2B company's revenue. The proportion is often higher—between 5 and 10% for B2C companies. What is a good labor cost percentage? An ...

CEO Brian Niccol detailed how marketing investments can lead to future growth as the chain’s latest earning results have “room for improvement.” ...