Marketing services is distinct from marketing products. The biggest difference is that services lack tangibility. Buyers can't see, touch or feel them. This increases the pressure on companies to ...

Traditional engineering utilizes knowledge and principles to design, build and analyze objects. Marketing engineering was coined to describe the process used by marketers to utilize knowledge-based ...

In a world where marketing media is increasingly fragmented, a brand’s packaging remains the constant and primary medium for brand communications. With a post-Covid-19 recession looming, packaging is ...

There’s no doubt that effective marketing is key in both building businesses and increasing the influence of marketers within them, but what core principles marketers should abide by and whether there ...

First principles is a term commonly associated with math, physics and philosophy. But they can be applied to great effect in marketing. Being first is a big deal. The first person to adopt a new ...