Читать книгу A Customer-oriented Manager for B2B Services - Valerie Mathieu - Страница 29

The marketing mix is the set of tools available to marketing to act on the buyer’s behavior in order to achieve the defined marketing strategy and reach the company’s objectives. McCarthy’s 1960 classification is widely adopted. It groups these tools into four categories called the “4Ps”: product, price, place, promotion.

A good marketing mix must above all be coherent, coherent between actions and coherent with the positioning.