Creating a marketing plan takes creativity, but relying on your instincts and gut feelings can lead to assumptions that don't pan out when you open your doors. The marketing mix consists of ...

This article is by David Hoo and Michael von Gonten, principal consultants at research firm Effective Marketing Management. Achieving profitable growth is perhaps a CMO’s greatest accountability, and ...

John Readman is the CEO of ASK BOSCO, which gives online retailers and marketing agencies the power of AI predictive marketing analytics. Between 2010 and 2025, the total amount of data created across ...

Not every product can have the lowest price. Therefore, it is important for businesses to use the marketing mix to highlight other ways that they have added value to their products and make their ...

Representative image Let us visualise a scenario, in a decade ahead, with the rapid onset of machine learning and AI and their applications in marketing. Detergent powders have penetrated, into the ...

Google's marketing mix model platform, Meridian, is now open-source, aiming to help businesses measure marketing performance across multiple channels. It uses Bayesian causal inference to reveal true ...

Think of a marketing strategy as a cake that is baked using four ingredients. If the ingredients are mixed together in the right way, then the marketing campaign is more likely to be successful. If ...