Coming into business school I already knew I wanted to do a career transition from industrial engineering to brand management. I completed my marketing concentration six months into the program, ...

While marketers' goals haven't changed much over the last 60 years, the methods of achieving those goals must quickly adapt to the data privacy landscape. Personalization has been hailed as the top ...

Consumers are more empowered than ever before. They have more choices available to them, more options, and more alternatives. Thanks to technological advances and the growth of the Internet, and more ...

We all know the story — a lead finds your website, explores your marketing materials and requests follow-up for your sales team in order to learn more about how your offerings could help them. But we ...

Building a complete and differentiated go-to-market plan is something all marketing professionals strive to achieve. We typically follow a methodology to ensure that the target customer is at the ...

We all know the story — marketing generates leads, sales follows up those leads in an attempt to gauge interest, answers questions and converts them. But we also know it’s not always that simple. It ...

Philip Kotler (born 1931 in Chicago, Illinois) is currently the SC Johnson Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is the ...