Marketing research is the function that links the consumer, customer, and public to the marketer through information—information used to identify and define opportunities and problems; generate, ...

In this essay, the authors provide a commentary on the American Marketing Association's current definition of marketing. After briefly outlining the evolution of marketing definitions, they challenge ...

For the last two decades of the 20th century, management consultants asked: “Is Sales truly necessary?” The most common answer was a variation of: “Maybe, but not for long!” For example, in 1992 Peter ...

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 ...

Working in marketing, I always find it tricky to answer the question “So, what do you do?” in a way that makes sense to ‘normal’ people. The responses are an indictment of the identification ...

"What is the definition of marketing strategy?" is a common question among marketing professionals and others in the business world. So let's cover some basic ideas that separate marketing strategy ...