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Essay

Marketing Mix

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Issue:

Business

 

Written by:

Joyce M

 

Date added:

April 15, 2016

 

Level:

University

 

Grade:

A

 

No of pages / words:

6 / 1425

 

Was viewed:

2404 times

 

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Essay content:

The term marketing mix became popular after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix (Internet Center for Management and Business Administration, Inc, n.d.). Borden's marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis (Internet Center for Management and Business Administration, Inc, n...
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E. Jerome McCarthy grouped Borden’s mix into the four categories known today as the four P’s product, price, place, and promotion (Internet Center for Management and Business Administration, Inc, n.d). The marketing mix concept is comparable to a cake mix (Marketing Teacher, 2000). In a cake mix, the basic ingredients are always the same...
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