The Marketing Mix

Abstract The concept of marketing is very broad. There are many things to consider when effectively introducing a product into the market. Most important is the marketing mix made up of the four P-s, which are the controllable variables in a marketing strategy. The Marketing Concept There are many definitions of marketing. The better definitions are focused upon customer orientation and satisfaction of customer needs. The marketing concept is the philosophy that firms should analyze …

…end with implementation; there must be continual monitoring and adaptation is needed to fulfill the customer needs consistently over the long term. References Anderson, Carol H and Julian W Vincze (2000). Strategic Marketing Management. New York: Houghton Mifflin Company. Doman, Dennison, Doman (1994). Look Before You Leap. Market Research Made Easy. Vancouver: Self Counsel Business Series, Self Counsel Press. Peter and Donnely (1991). A Preface to Marketing Management. Boston: Irwin. Timmons, Jeffrey A. (1994). New Venture Creation. Boston: Irwin.