Sales promotion

  • Alison Corke
Part of the Pan Breakthrough Books book series (BBB)


The term ‘marketing mix’ is widely used in advertising, marketing and related areas. As Robert G I Maxwell observes in his Pan Breakthrough book Marketing — a fresh approach:
  • it conjures up the image of a number of ingredients being mixed up in different proportions … the four main ones are:
    • product (or service);

    • price;

    • place (used to describe methods and channels of distribution);

    • promotion (all the means of communication available).


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Copyright information

© Alison Corke 1985

Authors and Affiliations

  • Alison Corke

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