four principles of the marketing mix

 
 
model's image

characteristics

author:
McCarthy, Jerome E.
country:
United States
period:
1960
type:
model
role:
consultant and manager
activity:
analyse and design
topic:
marketing & sales and communication
abstr. level:
environment
perspective:
rational
status:
final
module:
classics I
comments:
0
 

description:

In the early 1950s, Neil Borden redefined the position of the marketing manager by introducing "marketing mix" as an integrated set of marketing "tactics" to realise organisational objectives and create a closer, higher value relationship with customers. In the late 1950s, Jerome McCarthy condensed the number of variables in a marketing mix into four principal categories:1. product: select the tan...

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