Using the marketing mix as the foundation of your business strategy to develop products, services and messaging that resonate clearly with your target market is essential. A critical element of the ...

Promotion is the aspect of marketing that involves delivery of company, brand or product messages to target customers. Traditional methods of promotion, like print and television ads, are nowadays ...

There are two main ways that promotional gifts can be utilised by marketing professionals: either as ‘external gifts’ or ‘internal tools’. I believe it’s important to integrate both into a company’s ...

This article is by David Hoo and Michael von Gonten, principal consultants at research firm Effective Marketing Management. Achieving profitable growth is perhaps a CMO’s greatest accountability, and ...

Meridian, Google’s new open-source Marketing Mix Model (MMM), has entered the rapidly evolving market for advanced marketing analytics and forecasting tools. This article explores Meridian’s key ...