Digital Marketing

Modern marketing was born twice. The first time, in the academic laboratories of the 1960s, when Philip Kotler transformed an empirical practice into a scientific discipline by providing it with analytical frameworks, a shared vocabulary, and applicable models. The second time, in the early 2000s, when the Internet rewrote the rules of the relationship between … Read more

Marketing has never been a monolithic discipline. Since its academic codification in the early decades of the twentieth century, it has been articulated into distinct currents of thought, each of which has responded to the economic, social, and technological conditions of its time. Schools of thought in marketing are interpretive systems that define how a … Read more

Marketing Mix: Encyclopedic Definition The marketing mix is the integrated system of controllable variables that an organization combines and orchestrates to achieve its market objectives. The term “marketing mix” literally indicates a “mixture” of strategic and operational levers: the metaphor—coined by Neil Borden in 1953, inspired by the idea of the marketer as a “chef … Read more

Database marketing is an advanced form of direct marketing that uses structured collections of data on customers, prospects, and users to segment audiences, personalize communication, and optimize every stage of the buying cycle. In encyclopedic terms, it is a discipline that sits at the intersection of data analysis, marketing strategy, and technology: its fundamental premise … Read more

The marketing mix is the structured set of strategic and operational decisions that a company adopts to bring its offering to the market and position it in the consumer’s mind. Theorized in its modern form by E. Jerome McCarthy in the 1960s and systematized by Philip Kotler, the marketing mix is built around four fundamental … Read more

Introduction: Two Distinct Disciplines, One Shared Goal Brand marketing is the set of strategic activities that build, manage, and evolve the perception of a brand over time: it operates on identity, values, and competitive positioning. Content marketing, on the other hand, is an operational discipline that produces and distributes valuable content to attract, educate, and … Read more

The 4 Ps of Marketing—Product, Price, Place, and Promotion—constitute the fundamental strategic framework through which a company structures and coordinates its marketing decisions. Originally introduced by Neil Borden in the 1950s and codified into the four canonical categories by Professor E. Jerome McCarthy in 1960, the model was subsequently popularized and systematized by Philip Kotler, … Read more

What does the word Marketing mean? In this article we explore the definition of marketing to understand its real meaning. But what is marketing today? Often confused with promotion alone, marketing is in fact a fundamental strategic pillar.