Articles
US Interactive Marketing Forecast 2011 to 2016
A report by Forrester Research, Inc. for Interactive Marketing Professionals
NEW! Post Jobs or Resumes - Locally or Nationally!
PDMA is now the leading online resource for top positions in the direct marketing industry. Our NEW Career Center offers extensive resume and position databases; powerful and ...Strategic Marketing Tracking
Upheaval. Revolution. Transformation. These are the words that characterize the nature and magnitude of changes swirling through the marketing world. The changes include: the information superhighway, interactive media, the telecommunications revolution; the growing use of promotions; the decline of traditional advertising; the rise of sports marketing, database marketing, telemarketing, conventions, shows, conferences, and symposiums; the multiplication of television channels and communication mediums; and the rise of new distribution systems (the superstores, discount mail order, and direct television sales). All of these changes signal the end of an era. ...Positioning—Marketing's Fifth "P"
From the very first introductory marketing class, we are inundated with the 4 "P's" of classical marketing theory-Product, Pricing, Promotion, and Place. These comprise the set of levers that marketing professionals utilize for the profitable sale of their goods and services to consumers and businesses alike. For the past several decades, marketers have used these basic tools to position their products against both perceived customer wants and perceived competitor offerings. Positioning has emerged as a significant area of consideration, serving as a marketer's bridge between the levers of the 4 "P's" and corporate strategy. This article will examine the basis of positioning from a nontechnical perspective, exploring the conceptual foundations of positioning and developing some prescriptive recommendations for marketers....
