The Expanded Marketing Mix: IKEA - highlights the 4Ps and expanded 7Ps marketing mix

The Expanded Marketing Mix: IKEA Introduction At any successful company, marketing seeks to connect with customers, serve their needs, and accomplish the stated mission of the organization. A successful marketing process creates value through consumer satisfaction from brand building before the sale to post-sales service and support (Kotler et al, 2001). The marketing strategy process has four primary segments: product, price placement, promotion and people (Kotler et al, 2001). Companies with a service element to their business …

…at: http://www.ikea.com.au/ms/en_AU/about_ikea/facts_figures/figures.html Kotler, P., Armstrong, G., Brown, L. and Adam, S. (1998). Marketing. Sydney: Prentice Hall. McCarthy, E.J. (1987). Basic Marketing: A Managerial Approach. New York: Irwin. McColl-Kennedy, J.R. and Kiel, G. (2003). Services Marketing. Hoboken, NJ: Wiley and Sons. McDonald, M. and Dunbar, I. (1998). Market Segmentation: How To Do It, How To Profit <Tab/>From It. Oxford: Palgrave.