Standard Article

Marketing Mix

Part 1. Marketing Strategy

  1. Gerald Albaum

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01040

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Albaum, G. 2010. Marketing Mix. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. University of New Mexico, Albuquerque, NM, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

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.

Keywords:

  • integrated marketing;
  • strategy;
  • 4 P's;
  • marketing tactics;
  • marketing program;
  • market driven