The famous ‘4Ps of marketing’ are revered by some members of the profession, and scoffed at by others. Some see these fundamental tenets of classical marketing theory – referring to product, price, ...

Today you need to see through all the hype of Big Data and know truly what is important and what is marketing mimics. To help solve this issue I want to put a creative twist on the traditional 4-Ps of ...

OK, so maybe you think you already know everything there is to know about the 4 P’s — that hallmark that for many people is synonymous with marketing. But, like many things in business, the 4 P’s ...

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.

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 ...

Coming into business school I already knew I wanted to do a career transition from industrial engineering to brand management. I completed my marketing concentration six months into the program, ...

In a previous life, Kwalee’s Harry Lang worked with champagne brands where he mostly chased freebies. They remained elusive, but these businesses changed his understanding of marketing. Pitching a ...

The marketing mix framework has been the preferred and dominant marketing model since it was introduced around 60 years ago. It was THE FIRST marketing model that all us marketers learnt in marketing ...

How big should your marketing budget be? Ask a marketer this question, and she'll say you should invest the amount that works best for your situation, based on the marketing mix set out in your ...