The Marketing Mix: Master the 4 Ps of marketing
By 50minutes
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About this ebook
This book is a practical and accessible guide to understanding and implementing the marketing mix, providing you with the essential information and saving time.
In 50 minutes you will be able to:
• Launch a new product or test an existing marketing strategy
• Understand the 4 Ps of the marketing mix and use them to attract your target market
• Analyze case studies of well-known companies to see how the marketing mix operates in real life
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Reviews for The Marketing Mix
4 ratings2 reviews
- Rating: 5 out of 5 stars5/5Love it. Works very well and just like reading in tabkey
- Rating: 5 out of 5 stars5/5amazing content. it really helped in my research. highly recommend
Book preview
The Marketing Mix - 50minutes
Key information
Names: marketing mix, marketing-mix, marketing mix policy.
Uses: the marketing mix is a basic tool for marketing decisions.
Why is it successful? The model summarises all the tools available to marketers for decision-making.
Key words: product, price, place, promotion, target market.
Introduction
History
The term ‘marketing mix’ first appeared in the article entitled ‘The Concept of the Marketing Mix’ (1948) written by theorist Neil H. Borden (1895-1980), a professor of marketing and advertising at Harvard Business School. He said himself that he was inspired by the research of James W. Culliton (1912-2004) who described the role of marketing managers as ‘mixers of ingredients’ and proposed a list of twelve elements of the industrial marketing mix at this stage. In 1960, Professor Jerome McCarthy (born in 1928) developed Borden’s theory and kept four main points, namely the 4 Ps (product, price, place and promotion) in his book Basic Marketing: A Managerial Approach. The mnemonic feature of this approach has contributed to its success and it is widely used by marketers. The marketing mix and the 4 Ps of marketing are often used to express the same idea, although they are not really synonymous. The marketing mix is a concept