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(Borden, 1964) Thus marketer is constantly adopting different principles to remain market and customer focused. In fact the idea of adaptation comes from nature; a species in order to survive has to evolve. Likewise the fundamental "marketing mix" has advanced, as the elements that make it up, its focus and how it is practiced have changed a great deal over the years.
Marketing Mix in Theory
Marketing mix is a tool organized to aid an organization in reaching its target markets and specified objectives. The model was developed by Borden (Borden, 1964), who first started using the phrase in 1949...
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