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);
place (used to describe methods and channels of distribution);
promotion (all the means of communication available).
Unable to display preview. Download preview PDF.
© Alison Corke 1985