Abstract
The issues to be addressed in Chapter 11 include:
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1
The concept of the marketing mix.
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2
Identification of the mix ingredients.
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3
Selection of a marketing mix.
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4
Management of the marketing mix.
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Notes and References
E. J. McCarthy, Basic Marketing: a managerial approach (Homewood, Ill.: Irwin, 1978) pp. 7–8, 6th edn.
John O’Shaughnessey, Competitive Marketing: A strategic approach (Winchester, Mass.: Allen & Unwin, 1984).
See n. 4 nelow.
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.
Albert W. Frey, Advertising (New York: Ronald Press, 1961) p. 30, 3rd edn.
William Lazer and Eugene J. Kelley, Managerial Marketing Perspectives and Viewpoints (Homewood, Ill.: Irwin, 1975) pp. 72–82.
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.
See n. 1 above.
William Stanton, Fundamentals of Marketing (New York: McGraw-Hill, 1967) 2nd edn.
Harry A. Lipson and John R. Darling, Introduction to Marketing: an administrative approach (New York: John Wiley, 1971).
John Martin, ‘The Best Practice of Business’, in Marketing Planning, vol. v (London: John Martin Publishing, 1978).
Simon Majaro, Marketing in Perspective (London: George Allen & Unwin, 1982) pp. 20–1.
Prabhu Guptara, The Basic Arts of Marketing (London: Hutchinson, 1990).
In Michael J. Baker (ed.) The Marketing Book (London: Butterworth Heinemann, 1991), 2nd edn.
Chester R. Wasson, Dynamic Competitive Strategy & Product Life Cycles (St Charles, Ill.: Challenge Books, 1974).
Copyright information
© 1992 Michael J. Baker
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Baker, M.J. (1992). The Marketing Mix. In: Marketing Strategy and Management. Palgrave, London. https://doi.org/10.1007/978-1-349-22167-7_11
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DOI: https://doi.org/10.1007/978-1-349-22167-7_11
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