Over the years, businesses have created focused strategies to meet customer needs, grow sales and profits, and stand out from the competition in their respective industries. The selling concept in ...

Business owners without a formal marketing background often think of marketing in terms of advertising, public relations and promotions activities. While those are important aspects of marketing, they ...

BMW, Apple, Disney, Ritz Carlton, Coca Cola, Tylenol, COVERGIRL cosmetics, Head & Shoulders... Behind every successful product, service, or brand lies a powerful concept. Products and services that ...

With hundreds of concepts and brain biases to choose from, the idea of incorporating behavioral economics into your strategy can be overwhelming. However, it’s incredibly important because all ...

As an ardent sports fan, most of my analogies revolve around sports — and so does my understanding of attribution in marketing. In basketball, there is a much-coveted achievement called the ...

This title may be a bit presumptuous, but it does suggest a pertinent issue-is "broadening the concept of marketing" a useful concept for the discipline? The usefulness of a concept is evaluated in ...

There are fundamental concepts in marketing that remain relevant despite technology and changing consumer behaviors. This is important since what we know strongly influences what we do. Marketers (and ...

Organizations have sent consumers letters with their names in the salutation and throughout the text since the IBM Mag Card technology developed a mail merge capability decades ago. Today, consumers ...