Too often, CEOs and CMOs are not aligned on marketing’s role. Is it because they are speaking in synonyms, both saying “marketing” but meaning different things? “Marketing is everything and everything ...

According to the Direct Marketing Association, the industry trade group for direct marketing, the definition of direct marketing is: "an interactive process of addressable communication that uses one ...

What is marketing? And business development? Ask ten A/E/C professionals these questions, and you are likely to receive ten different answers. As an industry, we’re certainly not short on opinions and ...

"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 ...

I’ve worked in the field of marketing analytics for nearly two decades. Lately, more and more programs are investing in more complicated and arcane measurement strategies. This is ultimately a net ...