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 ...

Marketing services is distinct from marketing products. The biggest difference is that services lack tangibility. Buyers can't see, touch or feel them. This increases the pressure on companies to ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – multi-touch attribution and marketing mix modeling – help marketers understand ...

Opinions expressed by Entrepreneur contributors are their own. In an era of caution, companies need to invest in marketing efforts that lead to a direct payoff and don’t require more than they can ...

Marketing is the effort that a company puts forth to sell themselves, their product or their service. It’s the way a company or entrepreneur reaches their audiences. Without an audience, you can’t ...

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 ...

When there are revenue headwinds and economic uncertainty, CFOs put a lot of attention on budgets and expenses. During tough times, reducing marketing headcount and media spend is a standard ...

In early 2017, the marketing team at Harvard Business Review concluded that their direct-mail subscription efforts weren’t producing the results they wanted. Over time, response was declining and ...