Marketing Mix

Marketing Mix Definition

The Marketing Mix is the set of marketing tools often referred to 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 has been expanded and called the 7 Ps - the four Ps with the addition of People, Process and Physical Evidence (Chartered Institute of Marketing, 2004).

Marketing Mix Description *

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Strengths, weaknesses and examples of Marketing Mix *

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Implementation, success factors and measures of Marketing Mix *

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Marketing Mix videos and downloads *

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Marketing Mix web and print resources *

Marketing Mix references (4 of up to 20) *

• Blattberg, R., Getz, G., and Thomas, J. (2008) The Marketing Mix. Harvard Business School Press.
• Kotler, P., and Armstrong, G. (2007) Principles of Marketing. (12th Ed.) Prentice Hall.
• Levinson, J. (2007) Guerrilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business. (4th Ed.) Houghton Mifflin.
• Farris, P., Bendle, N., Pfeifer, P., and Reibstein, D. (2006) Marketing Metrics: 50 Metrics Every Executive Should Master. (1st Ed.) Wharton School Publishing.

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