The 4 Ps are the key factors in marketing a product or service to consumers: product, price, place, and promotion. They are also known as a marketing mix.

Every so often, a discussion erupts through email that makes me really happy about my job. I have the privilege of working with, interviewing, and connecting with some really smart people. Recently, I ...

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 ...

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 ...

The American Marketing Association has redefined the word "marketing," to reflect its broader role in society. The new definition reads: "Marketing is the activity, set of institutions and processes ...

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 ...

If relevance, context, and effective delivery aren’t the topic of regular conversations in your marketing department, 2016 is going to be a frustrating year for you. Businesses need to keep a clear ...

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 ...