Marketing is a fundamental element to the success of any business. With countless ways to approach your marketing, it's easy to get carried away, but too many objectives could dilute your campaign and ...

A marketing plan turns choices into numbers, timelines, and owners your marketing team can ship. A well crafted marketing plan ties marketing strategy, marketing efforts, and business objectives to ...

When the marketing management team expresses a desire to gain a 20 percent increase in sales for every million dollars spent on advertising, strategies and objectives must be formulated to achieve ...

Can retailers get people to pay what’s actually on the price tag and avoid the downward discount spiral? Or are promotions in fact a necessary evil? In part one of this promotional excellence series, ...

Most of us want to know what our goal is before we start a project. But when it comes to business, too many marketers fly by the seat of their pants—and that’s a huge mistake. Why? Because marketers ...

Setting marketing objectives is a crucial step in any successful marketing strategy. These objectives serve as a roadmap for your marketing efforts, providing direction and focus for your team.

Top-performing CMOs have transformed marketing dialogue from traditional tactics to focusing on business outcomes, investment criteria and time horizons. Gone are the days of executive discussions ...

Most trademark licensing relationships are defined and evaluated based on the terms in a license agreement contract. In the case of a brand extension license, there can be a lot at stake, including ...