In 1960, a professor at Michigan State named E. Jerome McCarthy introduced a concept he called the “Marketing Mix.” He proposed that marketing was governed by a set of interdependent variables—Product ...

Less than one in three marketers report having influence over their brand’s distribution strategy, despite place being a crucial part of the 4Ps. The 4Ps of product, price, place, and promotion are ...

OK, so maybe you think you already know everything there is to know about the 4 P’s — that hallmark that for many people is synonymous with marketing. But, like many things in business, the 4 P’s ...

Coming into business school I already knew I wanted to do a career transition from industrial engineering to brand management. I completed my marketing concentration six months into the program, ...

Gather a bunch of marketers in a room, ask them to distill the profession down to its core fundamentals and it won’t be long until someone mentions the 4Ps of marketing. When it comes down to it a ...

Consumers are more empowered than ever before. They have more choices available to them, more options, and more alternatives. Thanks to technological advances and the growth of the Internet, and more ...

Philip Kotler (born 1931 in Chicago, Illinois) is currently the SC Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is the ...

How big should your marketing budget be? Ask a marketer this question, and she'll say you should invest the amount that works best for your situation, based on the marketing mix set out in your ...

While marketers' goals haven't changed much over the last 60 years, the methods of achieving those goals must quickly adapt to the data privacy landscape. Personalization has been hailed as the top ...

We all know the story — marketing generates leads, sales follows up those leads in an attempt to gauge interest, answers questions and converts them. But we also know it’s not always that simple. It ...

Consumers are more empowered than ever before. They have more choices available to them, more options, and more alternatives. Thanks to technological advances and the growth of the Internet, and more ...