Stella Rising's SVP Client Strategy writes, "Marketers today are under intense pressure to justify every dollar. Senior ...

Stressed about your business’s future? Maybe it’s time to look to the past for solutions. History buffs know the past offers valuable insights for navigating the challenges of the present. In today’s ...

Marketers have three primary tools to sell product: Advertising, Trade Promotion, and Consumer Promotion. Collectively known as the “Marketing Mix,” these tools are defined as follows: Monies given to ...

Are you a print subscriber? Activate your account. By Ann-Christine Diaz - 4 hours 3 min ago By Alexandra Jardine - 4 hours 33 min ago By E.J. Schultz - 22 hours 48 min ago By Adrianne Pasquarelli - 1 ...

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 ...

Many markets are liberalizing by opening up their economies to foreign competition, with the expectation that this will increase economic growth. While foreign competitors with superior technology and ...

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 ...

This is a preview. Log in through your library . Abstract Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource ...