Product marketing has been increasingly gaining importance in the advertising, marketing and communications world. It achieves the perfect synergy between product teams and marketing communications ...

Marketing mix is a concept used by business owners, marketing executives and operations managers to describe the essential elements of a marketing strategy. Traditionally, four Ps are associated with ...

“Product positioning” is a marketing technique intended to present products in the best possible light to different target audiences. The method is related to “market segmentation” in that an early ...

Getting product and marketing teams on the same page is critical for a company's success. When they're not aligned, things can get messy: People misunderstand each other, resources get wasted, ...

Striving to be unique is an age-old strategy for gaining advantage. Ideas, people, objects and products that are considered unique transcend clichés. As a result, they gain widespread approval and ...

April Dunford knows a lot about positioning from a career that has involved leading teams at big name tech firms such as IBM, Siebel and Sybase, as well as a number of start-ups. She shares her ...

An important part of developing a marketing plan is identifying the ideal marketing mix. As a small business owner, you need to choose the right marketing mix so you can win early sales and sustain ...

Will Kenton is an expert on the economy and investing laws and regulations. He previously held senior editorial roles at Investopedia and Kapitall Wire and holds a MA in Economics from The New School ...

Some tips to position your product so consumers see it as the next big thing. People are like raccoons: we're attracted to the new, shiny object. Customers want to buy whatever’s innovative or cutting ...

Now that you've chosen a segment (or segments) you're ready to position your product or service in each segment. You'll need a positioning statement for each targeted segment. But what does ...