Social marketing theory is a communications discipline that focuses on using marketing tools and strategies to spread beneficial information. According to Weinreich Communications, the theory, which ...

There are as many marketing theories as there are products and services. None work for every product in every situation. Several marketing theories have stood the test of time and form a solid ...

The ivory tower is a symbol of academia—and an implicit critique of the isolated and often aloof nature of scholarship. It seems only appropriate to talk about why the ivory tower is failing marketing ...

Marketing effectiveness theory is becoming “well understood” by most in the industry, where the gap remains is marketers knowing how to apply that to their own businesses, says Dr Grace Kite.

The Kellogg Center for Global Marketing Practice helps academic and marketing professionals work together to solve real problems with academic rigor and disseminate what is learned. GMP promotes ...

In today’s market, most firms must integrate traditional and digital channels and media to achieve marketing synergies. This concentration focuses on expanding traditional marketing theories and ...

Social media allows users to interact and engage with corporations and brands in ways that would be unthinkable with any other communications platform. In a new environment of "media anarchy," it is ...