By Stephanie Schafer, President and Chief Growth Officer at The Social Lights.

A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...

Nevertheless, these days, the concept of marketing mix has greatly evolved to include some other ‘Ps’ as well like people, positioning, packaging and politics. Overview of the 4Ps of marketing ...

That starts with defining two of the most common approaches to marketing measurement: marketing mix modeling (MMM)—used interchangeably with media mix modeling—and marketing attribution. Both MMM and ...

“AI is much broader than what you read in the news. The technology provides advantages in a myriad marketing functions, including data insights, personalization, campaign optimization ...

A well-aligned budget not only maximizes ROI but also ensures that your marketing efforts are in sync with your business ...

The marketing mix refers to product, price, place and promotion. When they are trying to compete on an international scale, businesses have to adapt their marketing mix. This is because different ...

“Half the money I spend on advertising is wasted; the trouble is I don’t know which half”. This a famous quote from marketing pioneer John Wanamaker and even 100+ years later, it still holds true as ...

GSK has turned to Brooke Shields to get the message out about shingles vaccination. | GSK has turned to Brooke Shields to get ...