Legendary marketing professor and consultant Philip Kotler has a stern warning for practitioners who are simply muddling through the coronavirus pandemic, waiting for a return to normal. That kind of complacency is a business killer, he says. “Marketing is no longer placing some ads in broadcast and print, and pricing your product. That’s the old […]

Getting a new business off the ground is hard. It’s so hard that 90% of them fail in the first year and only half make it to five years. The operational demands and financial constraints that start-ups face often push marketing far down a long list of priorities for founders who are struggling to turn […]