Tuesday, June 7, 2011

Marketing mix definition

Dividing the multitude of marketing variables or mix into four distinct categories makes it much easier to formulate a marketing strategy. The four categories are (1) product, (2) place, (3) price, and (4) promotion, and are commonly called the “four p’s.” Note also that the client is not part of, but rather is the target of the marketing mix (Perreault, Jr. & McCarthy, 2004, p. 38).