Marketing Mix: not 4Ps but fit for a competitive world

by Geoffrey Darnton

This book has been inspired by the many textbooks, classes and student work about marketing mix, which simply present or teach marketing mix as 4Ps - very often not even acknowledging where those 4Ps came from. Such an approach is simply unacceptable academic work - having no discussion of the extensive research from the 1920s onwards, about what is needed for effective marketing and marketing mix. In several ways, this is a thoroughly radical...

• Format: Hardcover
• Language: English
• ISBN: 1909231134
• ISBN13: 9781909231139
• Release Date: May 2022
• Publisher: Requirements Analytics
• Length: 102 Pages
• Weight: 0.59 lbs.
• Dimensions: 0.3" x 5.5" x 8.5"