The Long-Term ROI of TV Advertising in a Digital World

Marketing accountability is essential for sustained organic growth, but the challenges loom large. The major steps include defining the...

Companies can either strive for organic growth or growth through acquisitions. For marketing the first option is more attractive becaus...

Including mindset-metrics like cognitions, affects and intentions in marketing models helps to explain the effect of marketing on hard fa...

Unlike a couple of decades ago, today the majority of firms’ value is in intangible assets. The majority of these intangibles are the pr...

In integrated marketing, the effectiveness of each activity depends upon all other branding activities when synergies are sought. Synerg...

While some marketing tactics such as price promotions have mostly short-term effects, others such as advertising have both a short- and a...

Even if you measure a lot, you can’t measure everything. Be it for a lack of available data, for instance, in some developing countries o...