Not all marketing channels will be effective for your business. Based on your audience research, select the channels that will best reach your target customers. Common channels include: • …

Digital marketing manager, brand ambassador, and CMO are three jobs titles that have become increasingly common since 2000, and their rise tells the story of marketing’s digital …

The most important part of a business plan is the Marketing Plan. To keep one’s business on course this plan must be geared toward the business’s mission—its product and service lines, …

Global marketing and sustainable marketing: The fifteenth edition’s global marketing and sustainable marketing chapters (Chapters 15 and 16) have both been significantly restructured …

The 15th Edition features updated chapter-opening vignettes, Marketing at Work highlights, company cases and end-of-chapter exercises. With these, students get ample practice …

A marketing strategy is all of a company’s marketing goals and objectives combined into a single comprehensive plan. Business executives draw a successful marketing strategy from market …

This publication introduces the four P’s of marketing and includes worksheets that will help you determine the most effective marketing mix for your business.