Marketing involves advertising and any other actions designed to generate demand and increase brand awareness and revenue. A sound marketing strategy is backed by exhaustive research that aims to better understand the target audience and identify buyer personas. A go-to-market (GTM) strategy, meanwhile, complements a marketing strategy by detailing how…

Business-to-business (B2B) sales is a trillion-dollar industry in which companies, or sales people acting on behalf of those companies, sell products directly to other businesses. Common examples include the sale of office supplies and equipment, raw materials, and services. …

Marketing has transformed considerably in the 21st century. While many brands still utilize traditional strategies and tactics like TV and radio ads and email marketing, companies are increasingly embracing inbound marketing. …

Because marketing is a constantly evolving profession, marketers need to keep up with the latest industry trends and technologies. Digital marketing, for instance, was once a niche advertising segment, but is now the most effective and cost-efficient means to communicate with and attract new customers. …

Launching a business sounds like it’s the most difficult part of being an entrepreneur, but operating a successful business is a challenge that requires passion, dedication, and organizational skills. According to the US Bureau of Labor Statistics, 18.5 percent of businesses fail within their first year of operation, either due…

Marketing as a profession is constantly changing based on industry trends and new technologies. While earning an undergraduate degree in marketing can help kick start one’s career, marketers should always be trying to gain knowledge and improve their abilities. Many schools, including Northwestern University and the Wharton School at the…

Mergers and acquisitions are led by executives to increase shareholder value or, more specifically, expand reach and market share. Whereas acquisitions involve one company purchasing another and integrating its resources into its operations, mergers are voluntary fusions of a pair of companies into a new legal entity. …

Business-to-business (B2B) sales involves the sale of products and/or services to other businesses, usually in high volumes. Examples include a supplier selling consumables such as office supplies or equipment to another company or a manufacturing business selling raw materials to wholesalers. These bulk transactions can account for a significant percentage…

Starting a new business is a challenging and demanding endeavor. Almost half of all businesses launched in 2016 in the United States had ceased operations by 2021; one-fifth of all businesses closed in their first year. It takes more than just a good idea to create and maintain a successful…