Qualitative marketing differs from quantitative marketing by addressing promotional advantages you can't use numbers to describe. Small businesses typically have limited resources, so qualitative ...

Objectives set forth what you want to accomplish as you launch your new product. The best objectives meet the SMART test: They are specific, measurable, achievable, relevant to what you're doing and ...

Most of us want to know what our goal is before we start a project. But when it comes to business, too many marketers fly by the seat of their pants—and that’s a huge mistake. Why? Because marketers ...

Your marketing is more expensive than you think. There are the direct costs of your marketing team and the money you spend to buy services like design, copy and channel space. But there are also the ...

Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. Chances are, you wouldn’t set out on a road trip without mapping your route (at least those ...

Expertise from Forbes Councils members, operated under license. Opinions expressed are those of the author. Top-performing CMOs have transformed marketing dialogue from traditional tactics to focusing ...

If all it took was a good idea, more than 90% of small businesses wouldn't fail in the first five years. The reality is that business success requires careful planning. Many entrepreneurs with great ...

Bolton, Ruth N. (2011), “To JMon Its 75th Anniversary,” Journal of Marketing, 75 (July), 129–31. Brown, James R. and Rajiv P. Dant (2011), “The Journal of Retailing 2006–2011: A Nostalgic ...

Setting the right campaign objectives is not easy, but we know it is extremely important. There is always a tension between the desire to focus on a few objectives versus the fear of omitting any of ...