publication . Article . 2012

MARKETING MIX: AN ATTEMPT AT CRITICAL ANALYSIS

Kotliarov I.D.;
Open Access Russian
  • Published: 01 Apr 2012 Journal: Sovremennye Issledovaniâ Socialʹnyh Problem (issn: 2077-1770, eissn: 2218-7405, Copyright policy)
  • Publisher: Naučno-innovacionnyj Centr
Abstract
The present paper contains an analysis of main directions of evolution of marketing mix concept. Typical problems of each approach are demonstrated. Classical form of marketing mix (4Ps) is recommended as the basic form of marketing mix, which, however, may be adapted to specific characteristics of the firm and its industry
Subjects
free text keywords: Social Sciences, H
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