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Marketing Mix

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Marketing Mix Definition

The Marketing Mix is the set of marketing tools often summarised as the four Ps: The Product, its Price, Promotion and Place, that the firm uses to achieve its objectives in its target market (McCarthy, 2001). In more recent times it is more commonly called the 7 Ps - the 4 Ps with the addition of People, Process and Physical Evidence (Chartered Institute of Marketing, 2004).

Marketing Mix Description

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Marketing Mix Examples

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Marketing Mix Implementation

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Marketing Mix Strengths

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Marketing Mix Weaknesses

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Marketing Mix Value Focus

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Marketing Mix Life Cycle

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Marketing Mix Sector Focus

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Marketing Mix Web resources

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Marketing Mix Print resources

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Marketing Mix References

  • Baker, M. J. (2002) The Marketing Book,. 5th Ed, Butterworth Heinemann, Oxford.
  • Borden, N. H. (1965) The concept of the marketing mix. Available at: www.commerce.uct.ac.za/Managementstudies/Courses/BUS2010S/2007/Nicole%20Frey/Assignments/Borden,%201984_The%20concept%20of%20marketing.pdf
  • Chartered Institute of Marketing (2004) 10 minute Guide: Marketing Mix. Available at: www.cim.co.uk/mediastore/10_minute_guides/10_min_Marketing_Mix.pdf
  • Cowell, D. (1984) The Marketing of Services, Heinemann, London.

There are up to fifteen original source references used to write the overview of Marketing Mix. Please log in or subscribe to view the original source material our researchers used to write about this concept.

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