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The 4 Ps Edmund Jerome McCarthy (February 20, 1928 – December 3, 2015) was an American marketing professor and author. He proposed the concept of the 4 Ps marketing mix in his 1960 book Basic Marketing: A Managerial Approach , which has been one of the top textbooks in university marketing courses since its publication.
The marketing mix is the set of controllable elements or variables that a company uses to influence and meet the needs of its target customers in the most effective and efficient way possible.
Della mercatura e del mercante perfetto written by Benedetto Cotrugli around 1400 was the first bookkeeping manuscript and trade manual. [1] The title has been translated in English by the alternate names of Of commerce and the perfect merchant , [ 1 ] On merchantry and the perfect merchant , [ 2 ] and On trade and the perfect dealer.
The term M4P, now more commonly known as Market Systems Development, refers to an approach in aid and development known as 'Making Markets Work for the Poor'. It seeks to change the way that markets work, so that poor people are included in the benefits of growth and economic development.
Philip Kotler (born May 27, 1931) is an American marketing author, consultant, and professor emeritus; the S. C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University (1962–2018). [1]
By definition, unconventional marketing exists in complete opposition to commercial marketing, which stems from the introduction of McCarthy's 4 Ps in 1960. [6] Over the last five decades, street marketing has become an evolving topic of discussion, especially among SME's (small and medium-sized enterprises) who have little or no advertising budget.
Similar to a purchase funnel, "conversion funnel" is a technical term used in e-commerce operations to describe the track a consumer takes through an Internet advertising or search system, navigating an e-commerce website and finally converting to a sale.
Bu Angers Catalogue de la Bibliothèque universitaire d'Angers Germany Find this book in the DNB – Deutsche Nationalbibliothek , central archival library and national bibliographic centre