For many organizations, COVID-19 has turned the 4Ps of marketing—product, place, price, and promotion—into 4Cs: confusion, calamity, chaos, and complexity. The situation calls to mind Atul Gawande's ...

Is “sustainable marketing” the oxymoron of the decade? These two powerful words seem to be at loggerheads with each other. On the one hand, sustainability would be to meet one’s own needs without ...