Product and service promotions create awareness, position products and services and persuade customers to buy. Although advertising is essential, it's not the only consideration. Instead, an overall ...

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 different ...

This article is by David Hoo and Michael von Gonten, principal consultants at research firm Effective Marketing Management. Achieving profitable growth is perhaps a CMO’s greatest accountability, and ...