Marketing research is the function that links the consumer, customer, and public to the marketer through information—information used to identify and define opportunities and problems; generate, ...

The American Marketing Association has redefined the word "marketing," to reflect its broader role in society. The new definition reads: "Marketing is the activity, set of institutions and processes ...

Working in marketing, I always find it tricky to answer the question “So, what do you do?” in a way that makes sense to ‘normal’ people. The responses are an indictment of the identification ...

Last month at the TS2 Show I taught a class about lessons learned as a trade show marketer. After all the other students had left, a young exhibit manager approached me and asked, “Everybody in my ...

In this essay, the authors provide a commentary on the American Marketing Association's current definition of marketing. After briefly outlining the evolution of marketing definitions, they challenge ...

"What is the definition of marketing strategy?" is a common question among marketing professionals and others in the business world. So let's cover some basic ideas that separate marketing strategy ...

Every so often, a discussion erupts through email that makes me really happy about my job. I have the privilege of working with, interviewing, and connecting with some really smart people. Recently, I ...