Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. Effective digital marketing is the key to driving the revenue and growth your organization ...

Companies spent more than $1 trillion globally on marketing in 2017, by one estimate. This puts CMOs squarely in the crosshairs of CEOs, CFOs and corporate boards, who want to know where all this ...

A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...

This paper investigates the optimal allocation of the marketing budget within the marketing-mix decision variables so that sales (or profit) is maximized in a planning horizon. Since the influence of ...