The purpose of the marketing industry is to communicate companies’ offerings to consumers, clients, and the general public. Marketing professionals bridge the gap between companies and their customers. The American Marketing Association defines marketing as “the activity, institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.″ In the United States, the marketing consultant industry is a $43 billion business, consisting of nearly 198,000 businesses that employed more than 355,000 workers in 2016, as reported by the market research group IBISWorld.

Marketing companies employ consultants who advise businesses on ways to improve their marketing tactics, with the goal of understanding what customers want, giving them what they want, and increasing profits. Businesses may hire marketing professionals to conduct marketing and sales research (e.g., public opinion polls, surveys, etc.), sales forecasting, developing marketing objectives and policies, developing and pricing new products, and for other assistance in improving and enhancing their business operations. Governments, educational, religious, social service, and nonprofit organizations hire marketing specialists to help them manage their products and services and promote their brands.

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The Dark Side of Productivity

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I don’t think it’s a stretch to say that productivity is a main goal of our current era. There are few things that feel quite so good as a productive day, and companies and individuals alike spend a lot of …

By Kaitlin McManus - Vault
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A comprehensive resource for students and job seekers looking for career advice, job postings, company reviews from employees, and rankings of the best companies and industry employers.
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Networking While Remote | How Professionals of Color Can Stay Connected During the Pandemic

Networking While Remote | How Professionals of Color Can Stay Connected During the Pandemic thumbnail image

You may have heard at least one of these sayings throughout the course of your career: “It isn’t what you know but who you know” and “Your network is your net worth.”

Ring any bells? Having access to the right …

By Dr. Waajida L. Small - Idealist Careers
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Idealist Careers | Helping you land, love, and grow in your social-impact career. And visit Idealist.org explore thousands of great jobs and social-impact organizations near you.
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Building a “Personal Board of Directors” Can Transform Your Career—Here’s How to Do It

Building a “Personal Board of Directors” Can Transform Your Career—Here’s How to Do It thumbnail image

When Suzy Nicoletti, a successful account manager, was passed over for a promotion, it didn’t make sense to her. “It didn’t fit with the stories I was telling myself,” she says.

Nicoletti sought input from a former colleague, someone more …

By Aliza Knox - The Muse
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Expert advice to answer your career questions.
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Best Practices for Video Interviewing: Part 3 (of 3) – On-Camera Presence and Behavior

Best Practices for Video Interviewing: Part 3 (of 3) – On-Camera Presence and Behavior thumbnail image

(00:11:59)

Hello, I’m John Hutchings, Associate Director, in the Jenkins MBA Career Management Center. Thank you for watching this three-video series about how to best interview on video.

In the previous videos, I discussed your pre-interview set-up and your physical …

By John Hutchings
John Hutchings John Hutchings
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How to End Any Professional Email (Plus a List of Sign-Offs for When You’re Tired of Saying “Best”)

How to End Any Professional Email (Plus a List of Sign-Offs for When You’re Tired of Saying “Best”) thumbnail image

Do you have that professional email mostly written, but you’re not quite sure how to wrap it up? Or do you feel like you’re defaulting to the same email closings every time and want some alternatives? Sure, if you’re emailing …

By Regina Borsellino - The Muse
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Expert advice to answer your career questions.
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