Abstract
This chapter discusses the definition of marketing as a social science and the role played by the marketing-mix elements in a successful business. The function of marketing and the role of each element in the mix are explored from both social and normative science perspectives.
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Dev, C. S., & Schultz, D. E. (2005). In the mix: A customer-focused approach can bring the current marketing mix into the 21st century. Marketing Management, 14(1), 16–22.
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Kucuk, S.U. (2017). Marketing and Marketing Mix. In: Visualizing Marketing. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-48027-5_2
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DOI: https://doi.org/10.1007/978-3-319-48027-5_2
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Publisher Name: Palgrave Macmillan, Cham
Print ISBN: 978-3-319-48026-8
Online ISBN: 978-3-319-48027-5
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