The Marketing Mix

  • Michael J. Baker


The issues to be addressed in Chapter 11 include:
  1. 1

    The concept of the marketing mix.

  2. 2

    Identification of the mix ingredients.

  3. 3

    Selection of a marketing mix.

  4. 4

    Management of the marketing mix.



Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Notes and References

  1. 1.
    E. J. McCarthy, Basic Marketing: a managerial approach (Homewood, Ill.: Irwin, 1978) pp. 7–8, 6th edn.Google Scholar
  2. 2.
    John O’Shaughnessey, Competitive Marketing: A strategic approach (Winchester, Mass.: Allen & Unwin, 1984).Google Scholar
  3. 3.
    See n. 4 nelow.Google Scholar
  4. 4.
    Neil H. Borden, ‘The Concept of the Marketing Mix’, in E. J. McCarthy et al., Readings in Basic Marketing (Homewood, Ill.: Irwin, 1975) pp. 72–82.Google Scholar
  5. 5.
    Albert W. Frey, Advertising (New York: Ronald Press, 1961) p. 30, 3rd edn.Google Scholar
  6. 6.
    William Lazer and Eugene J. Kelley, Managerial Marketing Perspectives and Viewpoints (Homewood, Ill.: Irwin, 1975) pp. 72–82.Google Scholar
  7. 7.
    William Lazer, James D. Culley and Thomas Staudt, ‘The Concept of the Marketing Mix’ in Stuart H. Britt (ed.) Marketing Manager’s Handbook (Chicago: Dartnell Corporation, 1973) pp. 77–89.Google Scholar
  8. 8.
    See n. 1 above.Google Scholar
  9. 9.
    William Stanton, Fundamentals of Marketing (New York: McGraw-Hill, 1967) 2nd edn.Google Scholar
  10. 10.
    Harry A. Lipson and John R. Darling, Introduction to Marketing: an administrative approach (New York: John Wiley, 1971).Google Scholar
  11. 11.
    John Martin, ‘The Best Practice of Business’, in Marketing Planning, vol. v (London: John Martin Publishing, 1978).Google Scholar
  12. 12.
    Simon Majaro, Marketing in Perspective (London: George Allen & Unwin, 1982) pp. 20–1.Google Scholar
  13. 13.
    Prabhu Guptara, The Basic Arts of Marketing (London: Hutchinson, 1990).Google Scholar
  14. 14.
    In Michael J. Baker (ed.) The Marketing Book (London: Butterworth Heinemann, 1991), 2nd edn.Google Scholar
  15. 15.
    Chester R. Wasson, Dynamic Competitive Strategy & Product Life Cycles (St Charles, Ill.: Challenge Books, 1974).Google Scholar

Copyright information

© Michael J. Baker 1992

Authors and Affiliations

  • Michael J. Baker

There are no affiliations available

Personalised recommendations