Title: Marketing Mix

Essay Details

Subject: Business
Author: John W
Date: May 23, 2014
Level: University
Grade: A
Length: 5 / 1425
No of views: 0
Essay rating: good 0, average 0, bad 0 (total score: 0)

Essay text:

The term marketing mix became popular after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix (Internet Center for Management and Business Administration, Inc, n.d.). Borden's marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis (Internet Center for Management and Business Administration, Inc, n...

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E. Jerome McCarthy grouped Borden’s mix into the four categories known today as the four P’s product, price, place, and promotion (Internet Center for Management and Business Administration, Inc, n.d). The marketing mix concept is comparable to a cake mix (Marketing Teacher, 2000). In a cake mix, the basic ingredients are always the same...

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