Part 1. Marketing Strategy
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Albaum, G. 2010. Marketing Mix. Wiley International Encyclopedia of Marketing. 1.
- Published Online: 15 DEC 2010
Every marketing program embodies what has come to be known as the marketing mix. This mix is the combination of marketing activities that a firm uses to serve markets for its products or services. This article discusses the major elements of the marketing mix and presents illustrations of the research that has been reported on the effectiveness of marketing mix tactics and models.
- integrated marketing;
- 4 P's;
- marketing tactics;
- marketing program;
- market driven