MARKETING MIX: Book of the week Whether you’re a marketing student, small agency outfit or a corporate executive,The Marketing Game by Eric Schulz (Kogan Page, pounds 19.95) is a comprehensive, ...

In my new book, "Rethink Your Marketing: 7 Strategies to Unleash Revenue Growth," I write about the power of using your marketing mix to identify game-changing opportunities for your business.

The marketing mix comprises four main pieces that create the picture of a successful business. Price, place, promotion and product, known as the "4 Ps," make the foundation of what your company is ...

In today’s marketing world, we’re seeing the renaissance of a practical solution that was a notable innovation in its time. That solution is marketing mix modeling or MMM.

Most of us who have had the experience of reviewing marketing mix models, and consequently their predictions and forecasts, have always known there were gaps. For example, for years I reviewed models ...

Businesses use the marketing mix to determine how to promote and position their products to appeal to their target audiences. However, marketing services – rather than products – requires a ...