Submitted by jamster124 on November 26, 2007

• Category: Business
• Words: 1548
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Mix

How does a company decide that they want to sell a product or offer a service? After the decision to sell has been made, a company will need to think about the action plan that it will employ to get the goods or services to the customers it is targeting. The action plan is called the marketing mix. The marketing mix is one of the biggest and most critical decisions that a company will make. A bad marketing mix can result in poor performance and the potential for financial losses.
The marketing mix was defined by McCarthy forty years ago as the set of marketing tools that a firm uses to pursue its marketing objectives or goals (Kotler and Keller, 2006). The marketing mix is then...

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