It’s a long-standing military truism that, "generals always fight the last war." The same goes for marketers. I urge you to break that mold. In the 21st century marketplace, goods are commoditized.

OK, so maybe you think you already know everything there is to know about the 4 P’s — that hallmark that for many people is synonymous with marketing. But, like many things in business, the 4 P’s ...

Consumers are more empowered than ever before. They have more choices available to them, more options, and more alternatives. Thanks to technological advances and the growth of the Internet, and more ...

In a previous life, Kwalee’s Harry Lang worked with champagne brands where he mostly chased freebies. They remained elusive, but these businesses changed his understanding of marketing. Pitching a ...

CMOs of global companies are now confronted with unparalleled challenges—and opportunities: Marketing accountability: It is no secret that CEOs are demanding greater ROI on their marketing investments ...

CMOs who want their efforts to contribute to their organization’s growth would benefit from embracing how the 4Ps can inform their strategies. This is the third in a series from Quatical’s Marc ...

There are moves afoot to bring back the 4Ps. The attempt is well meant. It stems from the belief that (quite rightly) Marketing has become too focused on Promotion and short-term sales. The idea is ...