The Marketing Mix
The Marketing Mix
Understand the essentials of the marketing mix (also known as the 4 Ps) in just 50 minutes with this practical and concise book. The marketing mix comprises the tools available to marketers to develop efficient marketing strategies and achieve their objectives in the target market. The four key factors of product, price, place and promotion thus allow marketers to make smarter decisions to ensure the success of a particular good, service or brand.
This book will provide you with a handy introduction to each component of the marketing mix and straightforward advice for its application to strategic planning. It also features multiple case studies, a discussion of potential pitfalls, and an introduction to related models, such as the 7 Ps and the 4 Cs.
About the marketing mix
The marketing mix brings together all the tools available to a company to increase its sales. Its distinctive ‘4 Ps’ allow users to make informed decisions about product policy, pricing policy, distribution policy and communication policy in order to attract consumers in the target market. The model is comprehensive but easy to implement, and is both widely taught in businss schools and widely used in real life.
In this book, you will discover how the marketing mix can benefit you, learn how to make important decisions in each of its four categories, and find out how to use this approach to test your marketing strategy. A clear explanation of the benefits and potential drawbacks of the method, a discussion of multiple case studies and an introduction to related models will give you the tools you need to tailor your approach to your situation.
This straightforward and accessible 34-page book is structured as follows:
- Introduction to the marketing mix
- Objectives of the model
- Context and theorists
- The components of the model
- Limitations and extensions of the marketing mix
- Limitations and criticisms
- Related models
- Practical application of the marketing mix
- Advice and top tips
- Case studies
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