Reviewing Your Marketing Department: The New Four Ps
By Justin Gioia

Raise your hand (or it’s okay to nod so people sitting nearby don’t think you’re weird) if your company has gone through one or more of the following events over the past three years:
- Merger or acquisition
- Digital transformation initiative
- New CEO
- Addition of new business lines
- Significant increase in revenue and earnings growth targets
- Significant expansion of the marketing budget
- Significant dwindling of the...

In today’s world of Marketing and the desire for instant results, it’s easy for all of us – whether as marketing professionals or the business partners/clients we serve – to go straight to the tactics. Why? They’re tangible, they’re specific, and they represent an action. And the temptation to immediately jump to tactics is growing as technology innovations expand the array of tactics available, from experiential marketing to machine learning to various forms of artificial intelligence (AI)...