Abstract
We have now got to the bit in the book where we actually talk about actually doing something that will cause people to buy what we are selling. As we know, it is called the ‘marketing mix’. Quite a few
generations of students have found the concept useful and we hope that you also will be able to adopt its ideas to your business.
1 In Journal of Advertising Research (1964).
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Further Reading
Michael E. Porter, Competitive Strategy: Techniques for Analysing Industries and Competitors (The Free Press, 1980).
Copyright information
© 1987 Derek Waterworth
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Waterworth, D. (1987). Determination of a Marketing Mix. In: Marketing for the Small Business. Macmillan Small Business Series. Palgrave, London. https://doi.org/10.1007/978-1-349-18881-9_7
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