In marketing, "positioning" is the process that produces the product's image and places it in the consumer's mind. Positioning is the main process behind how consumers become aware of brands and their ...

Every small business owner has gaps in his learning, and yours may stand out when a member of your marketing team refers to "psychographics." Another reminder may occur to you when someone suggests ...

I’m reading an outstanding book on marketing, The Hawke Method: The Three Principles of Marketing That Made Over 3,000 Brands Soar, by Erik Huberman. What intrigues me about the book is that Huberman ...

First principles is a term commonly associated with math, physics and philosophy. But they can be applied to great effect in marketing. Being first is a big deal. The first person to adopt a new ...

Life for marketers used to be simpler. We had just a few TV channels, some radio stations, a handful of top magazines and a newspaper or two in each market. Reaching consumers was easy, if you were ...

Dennis Christianson, a marketing master who has spent a career successfully helping to sell the goods of Hawai‘i’s large and small businesses, has an important rule: When you begin a marketing ...