Principles of marketing/PMKT101/Optimizing the Marketing Mix/Required reading 1

Understanding the marketing mix

Read the following extract from John Burnett's Core Concepts of Marketing, which will help you to learn and reinforce your understanding of the Marketing Mix. It covers information regarding the 4Ps - Product, Price, Place (described here as Distribution) and Promotion.

• The Marketing Mix (pp.27-29) (pdf)

Write a WEnote post about the importance of the the marketing mix:

• I think the marketing mix is important because ...
• To me the most important aspect is ...
• Burnett's most important point was ...

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