In marketing, the word "tangible" refers to things that are physical, that is, items that can be touched, seen, heard or smelled. Tangible marketing is the use of promotional items to contribute to ...

“Brand Aware” explores the data-driven digital ad ecosystem from the marketer’s point of view. Today’s column is written by Emily Ketchen, regional head of marketing, Americas, at HP. For experienced ...

A tangible benefit evaluation seeks to determine whether a business is meeting its stated objectives or whether the cost of achieving the benefit equals its results. Both perspectives focus on ...