The concept of marketing has evolved continuously over the years. The definition of the term 'product' isn't as simple as it used to be. The traditional marketing mix has been extended and refined ...

After a product is fully developed and offered at a competitive price, it must be delivered to an identified target audience. The place element of the marketing mix is where product production and ...

Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. In 1960, E Jerome McCarthy introduced the 4 P's of marketing: product, promotion, placement ...

A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...

To increase marketing's accountability, Journal of Marketing, Marketing Science Institute, and the Institute for the Study of Business Markets have advocated development of marketing metrics and ...

There can be little doubt that marketing mix modeling (MMM) is having a moment. With the death of the cookie and increasing data privacy concerns from consumers, marketers are seeking alternatives to ...