The decision to leverage B2B channel partnerships often underpins the first stage of company growth. It provides a vital ...

Pharma marketers enter 2026 asking where DTC fits in the DTP era. That question, which few foresaw 12 months ago, reflects the fast rise of direct-to-patient (DTP) programs. In the last few months ...

Direct marketing—a marketing term that some have characterized as a tired or outdated form of marketing—is having its moment in the sun again. Have you spoken to a Gen-Z or Millennial marketer (like ...

A research paper I recently came across, " The Evaluation of Marketing Mix Elements: A Case Study*," highlighted some potential gaps that influence the effectiveness of marketing strategies—and, I ...