Retail marketing is defined by the range of promotional activities undertaken by a retailer. Major corporations, franchises and small independent businesses are retailer examples. Retailer success ...

Whether a company manufacturers or buys products wholesale, it has to have a product marketing strategy to get its products into consumers' hands. Most product marketing strategies begin with an idea ...

Last month at the TS2 Show I taught a class about lessons learned as a trade show marketer. After all the other students had left, a young exhibit manager approached me and asked, “Everybody in my ...

Too often, CEOs and CMOs are not aligned on marketing’s role. Is it because they are speaking in synonyms, both saying “marketing” but meaning different things? “Marketing is everything and everything ...

Demonstrating accountability and ROI continue to be front and center among the demands placed on sports marketers in justifying their investments. Yet, I continue to be underwhelmed by the means with ...

Marketing practitioners have long followed a time-honored formula -- the marketing mix -- to guide planning and execution. For years, marketing mix components included product, price, promotion and ...