The integration of performance into the marketing mix is a powerful way to align your organization with the evolving demands of the digital world and secure a lasting competitive advantage.

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 ...

If you engage multiple suppliers, they'll almost certainly provide inconsistent information for identical marketing decisions across different brands or products. An in-house process, on the other ...

Market mix modeling is a technique that helps brands in quantifying the impact of their marketing inputs on sales. Marketing mix elements help in ascertaining the effectiveness of each marketing ...

The marketing mix is defined as the "4 Ps" of marketing: product, price, place and promotion. An extension of the "4 Ps" is positioning, people and packaging. Write a one- or two- sentence ...