IDEAS home Printed from https://ideas.repec.org/h/spr/mgmchp/978-3-031-10097-0_9.html
   My bibliography  Save this book chapter

Marketing Mix

In: Performance Excellence in Marketing, Sales and Pricing

Author

Listed:
  • Marc Helmold

    (IU, International University of Applied Sciences)

Abstract

Marketing strategy and marketing mix are closely related elements of a complete marketing plan. While marketing strategy is concerned with setting the direction of a company or product line, the marketing mix is primarily tactical in nature and is employed to carry out the overall marketing strategy (Kotler & Amstrong 2018). The marketing mix refers to the tactics (or marketing activities) that we have to satisfy customer needs and position our offering clearly in the mind of the customer (Opresnik & Hollensen, 2020). It involves the 7Ps in Fig. 9.1; product, price, place and promotion (McCarthy, 1960) and an additional three elements that help us meet the challenges of marketing services, people, process and physical evidence (Booms & Bitner, 1981).

Suggested Citation

  • Marc Helmold, 2022. "Marketing Mix," Management for Professionals, in: Performance Excellence in Marketing, Sales and Pricing, chapter 9, pages 95-103, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-031-10097-0_9
    DOI: 10.1007/978-3-031-10097-0_9
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:mgmchp:978-3-031-10097-0_9. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.