The Marketing Mix Free Essay, Term Paper and Book Report
The Marketing Mix
This essay establishes the relevance of Bordens original marketing mix to marketing management to-day. This essay will identify developments which have taken place together with the application of the marketing mix in various commercial and non-commercial companies.
Marketing touches every aspect of our waking lives, from our very birth to our death. What is important to remember is that marketing is dynamic. Organisations, whether commercial or non-commercial, must adapt their marketing to changing internal and external environmental factors. Organisations that remain' static' in their marketing thinking are prone to failure, most especially within global markets and e-business.
The term marketing mix became popularised after Neil H. Borden began using the term in his teaching in the late 1940s. The ingredients in Bordens marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions and packaging. E. Jerome McCarthy later grouped these ingredients into the four categories that today......
Word Count: 1071
Page Count: 4.2 (250 words a page / double spaced)
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