Topic: Marketing Capabilities

Beyond the Pandemic: Eight Principles Marketers Can Use to Find Opportunities in Crises

January 14, 2021

Legendary marketing professor and consultant Philip Kotler has a stern warning for practitioners who are simply muddling through the coronavirus pandemic, waiting for a return to normal. That kind of complacency is a business killer, he says. “Marketing is no longer placing some ads in broadcast and print, and pricing your product. That’s the old […]

Why Startups Should Make Marketing a Priority

December 13, 2020

Getting a new business off the ground is hard. It’s so hard that 90% of them fail in the first year and only half make it to five years. The operational demands and financial constraints that start-ups face often push marketing far down a long list of priorities for founders who are struggling to turn […]

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