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The Sizanani Mzanzi Marketing Mix

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Neil Borden, of Harvard Business School, used the term ‘marketing mix’ in 1991 to describe the set of activities comprising a firm’s marketing program. He noted how firms blend elements of this ‘mix’ into a program and how firms competing in one and the same product category may have dramatically different ‘mixes’ at work. As shown in Figure 1, the 4 P’s of Product, Price, Pro- motion and Place are often used to set out the marketing mix in an easy-to-recall way.

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Key Details

Year 2018
Authors Kesso Gabrielle van Zutphen, Madhavika Bajoria
Language English
Keywords
DOI https://doi.org/10.52439/PADV8115
DOI Number 10.52439/PADV8115
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ISSN

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