The expression "marketing and communications" is often used to denote all facets of a company's marketing process, including communication. In reality, marketing is an umbrella concept and ...

Allison Worldwide's Managing Director, Media + Influence, writes "How consumers interact with shareable, influencer media and ...

This is a preview. Log in through your library . Abstract As a new type of word-of-mouth information, online consumer product review is an emerging market phenomenon that is playing an increasingly ...

Mix-marketing process can be very complex, but it is based on universal model used in all forms of communication, which include the sender, the message, receiver and a medium in the case of two-way ...

A study of advertising and other forms of marketing communication, including key theories of marketing communication, elements of the communication mix, and effective campaign design. The fourth ...

It doesn't take long for a small-business owner to discover a few truisms about marketing: there is a bevy of mediums to choose from and, contrary to what some people may say, none of them is free – ...

This article examines the development of commercial sponsorship as a legitimate marketing communications option available to management. Initial attention focuses on the causes of sponsorship ...

Sponsored content is created for and in partnership with an advertiser and produced by the Drum Studios team. The customer journey isn’t linear anymore, and people expect unique marketing journeys ...

Although some called 2016 the year of attribution, many marketers (and their bosses) still aren't clear on exactly what marketing attribution is. The concept is simple: You attribute credit and value ...