It’s a long-standing military truism that, "generals always fight the last war." The same goes for marketers. I urge you to break that mold. In the 21st century marketplace, goods are commoditized.

In 1960, a professor at Michigan State named E. Jerome McCarthy introduced a concept he called the “Marketing Mix.” He proposed that marketing was governed by a set of interdependent variables—Product ...

CMOs who want their efforts to contribute to their organization’s growth would benefit from embracing how the 4Ps can inform their strategies. This is the third in a series from Quatical’s Marc ...

We all know the story — a lead finds your website, explores your marketing materials and requests follow-up for your sales team in order to learn more about how your offerings could help them. But we ...

CMOs of global companies are now confronted with unparalleled challenges—and opportunities: Marketing accountability: It is no secret that CEOs are demanding greater ROI on their marketing investments ...

Are the 4Ps still important? Has the emergence of customer-centricity supplanted them? How has digital changed the marketing and sales funnel? What's the new relationship between Marketing and Sales?

Philip Kotler (born 1931 in Chicago, Illinois) is currently the SC Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is the ...

Product marketing has been increasingly gaining importance in the advertising, marketing and communications world. It achieves the perfect synergy between product teams and marketing communications ...