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Neil Hopper Borden (1895–1980) was an American academic, ... 'marketing mix,' in his presidential address given to the American Marketing Association in 1953. [10]
Years later, Culliton's colleague, Professor Neil Borden, published a retrospective article detailing the early history of the marketing mix in which he claims that he was inspired by Culliton's idea of "mixers", and credits himself with popularising the concept of the "marketing mix". [12] According to Borden's account, he used the term ...
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.
Marketing mix modeling (MMM) is an analytical approach that uses historic information to quantify impact of marketing activities on sales. Example information that can be used are syndicated point-of-sale data (aggregated collection of product retail sales activity across a chosen set of parameters, like category of product or geographic market) and companies’ internal data.
Leonard Berry (professor) (1942- ) - author and educator with strong interest in health marketing and relationship marketing; Neil H. Borden (1922-1962) - coined the term, 'marketing mix'; former President of the American Marketing Association; Clayton Christensen - educator, author and consultant, published in the areas of innovation and ...
Marketing mix is the most important part of marketing strategy, which is "the framework to manage marketing and incorporate it within a business context [6] ". Marketing strategy: how a business achieves its marketing objectives. The initial step to achieve a marketing strategy is to identify the market target and build up a business plan. [6]
A marketing mix is a foundational tool used to guide decision making in marketing. The marketing mix represents the basic tools that marketers can use to bring their products or services to the market. They are the foundation of managerial marketing and the marketing plan typically devotes a section to the marketing mix.
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