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 ...

Are you a print subscriber? Activate your account. 10 hours 30 min ago By Tim Nudd - 15 hours 27 min ago By Tyler Bishop - 16 hours 25 min ago By Erika Wheless - 18 hours 44 min ago By Parker Herren - ...

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 ...

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 ...

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 ...