Randomized control trials (RCTs) remain the gold standard in measuring the incremental impact of marketing. They work by ...

You don’t need a store-bought mix to make a good margarita at home. But if you’re having a big gathering and don’t have time to prepare your own, or you simply like the convenience or ...

Omnichannel marketing has become dogma among modern marketers. But omnichannel can get a little shaky sometimes — particularly when campaigns underperform.

These collectively are known as the marketing mix or "the four p's". Britain's first professor of public relations suggested that added to the classic four Ps of marketing should be for P for ...

Learn about our editorial policies Marketing is everything a company does to acquire customers and maintain a relationship with them. It is not an exact science, but it is getting better.