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The marketing strategy must then be implemented by a marketing management team that also includes the introduction of space into operational decisions. This marketing management involves the definition of a marketing mix that refers to the 4Ps (McCarthy 1960) for Product, Price, Place and Promotion. Chapter 3 of this book shows that the 4P “rule” has been challenged (Van Watershoot and Van der Bulte 1992), and that it is possible to “geolocate” the elements of the marketing mix.