You're familiar with the four Ps of the marketing mix and can even rattle them off from memory: product, price, place and promotion. Now you're not sure you heard right, but you could have sworn you ...

One of the biggest struggles that companies have is knowing how to build an effective and profitable marketing funnel and media mix, and using the right metrics to manage such efforts. And, for most ...

Although some called 2016 the year of attribution, many marketers (and their bosses) still aren't clear on exactly what marketing attribution is. The concept is simple: You attribute credit and value ...

The four Ps of marketing refer to the marketing mix — elements surrounding a service or product that a business owner or marketer has to consider and evaluate to succeed. They include product, price, ...

Marketing mix modeling has proven to be an important practice in driving bottom line performance among leading retail and consumer goods companies. However, the complex technique of using ...

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Matt Voda, CEO at OptiMine. In the last ...

Marketing globalization is a synergistic term combining the promotion and selling of goods and services in an increasingly interdependent and integrated global economy. It makes companies stateless, ...

Recognition Extends to the Gartner Critical Capabilities for MMM Solutions ...