The Marketing Mix (Up)
Marketers have three primary tools to sell product: Advertising, Trade Promotion, and Consumer Promotion. Collectively known as the Marketing Mix, these
Marketers have three primary tools to sell product: Advertising, Trade Promotion, and Consumer Promotion. Collectively known as the Marketing Mix, these
Cleveland, OH-based OfficeMax, Inc., named Neil Guliano senior vp-advertising and sales promotion to oversee the company's marketing communications and
In the end, Jonathan Ressler and I agreed to disagree. He said, There is nothing that's not about marketing. Look, the government is running a marketing
Homer Simpson once said, Beer. The solution, and the reason, for all of life's problems. I was reminded of that paradox while reading business wire stories
The account is going great when, all of a sudden, your client contact asks you to stay back after a routine meeting. He tells you either that it's completely
Suppose you're the director of marketing in the consumer division of ABC Pharmaceuticals, which makes prescription and over-the-counter drugs. You've
A lot of brand marketers were kicking themselves last summer for not scoring a tie-in with Shrek. But how many were likewise slapping their heads over
The PowerPoint presentation surprised Joe Crosby. But the ripple effect it produced really knocked him for a loop. Crosby manages the DoubleTree Club
PepsiCo's Frito-Lay snacks division in January moved its promotion and retail merchandising account back to Dallas-based Tracy Locke Partnership after
American Airlines sponsored several African-American philanthropic events in 2001. But research found that black consumers still didn't view the brand