Differentiation is a basic business and marketing strategy, by which a company focuses on distinct differences in its offering to customers as the basis for establishing a competitive advantage. For ...

It's been called "selling the invisible"—delivering intangible services as a core "product" offering. Law firms, management consultants, IT services and telecom providers, architectural groups, ...

Marketing services is distinct from marketing products. The biggest difference is that services lack tangibility. Buyers can't see, touch or feel them. This increases the pressure on companies to ...

When it comes to creating content for digital consumption, more and more companies are turning to video solutions to help them achieve their goals. There has even been a notable increase in customer ...

Marketers responsible for lead generation are all too familiar with some common challenges—getting closed-loop feedback from the sales organization, measuring marketing effectiveness beyond just lead ...

Every company must develop a budget for marketing expenses, but for small businesses and startups, the price of launching an integrated marketing campaign can be prohibitive. When there are limited ...

Marketing’s potential to deliver results relies on data quality, but data accuracy, consistency, and validity continue to be a challenge for many organizations. Inconsistent data quality is holding ...