The marketing mix framework has been the preferred and dominant marketing model since it was introduced around 60 years ago. It was THE FIRST marketing model that all us marketers learnt in marketing ...

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 ...

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 – ...

With the advent and increasing use of digital marketing tools, small business owners might begin to overlook the role of traditional advertising, promotions and public relations in their ...