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 ...

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 ...

Branded recall, brand codes, distinctive brand assets, fluent devices... four names for the same idea. Our weekly columnist ...

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 ...

Slowly but eventually, we have arrived at a place in this digitally transforming world from where there is no returning – as marketing has always found its way around into any piece of content, ...

Coegi’s Elise Stieferman tells The Drum that it’s time to drop one of advertising’s favorite concepts: the marketing funnel. Is it time to finally say goodbye to the idea of a 'marketing funnel'? / ...