• 14
    Oct

    Strategic Marketing

    Marketing of High-Technology Products and Innovations by Mohr, Sengupta, and Slater   Mohr, Sengupta, and Slater present a proactive approach to marketing in Marketing of High-Technology Products and Innovations and write that “at its heart, marketing is a philosophy of doing business that reflects shared values and beliefs about the importance of creating value for customers by solving meaningful problems.” Marketing ...
  • four-pillars-of-marketing
    12
    Oct

    Marketing’s Fifth “P”

    The Four Pillars of Profit-Driven Marketing by Leslie Moeller and Edward Landry   The lack of focus on ROI within the discipline of marketing is the core theme of The Four Pillars of Profit-Driven Marketing. The authors note that marketing professionals do not pay enough attention to hard metrics to guide their work and investments. Moeller and Landry point out that ...