Marketing Mix (AMA Definition): Marketing Mix is a mix of controllable
marketing variables that the firm uses to pursue the desired level of sales in
the target market.
According to Kotler, McCarthy classifies marketing mix tools as four broad kinds-the four P’s of marketing-
1. 1. Product
2. 2. Price
3. 3. Promotion
4. 4. Place
In service marketing, however, the four P's have been expanded to seven P's to address the different nature of services.
2. 2. Price
3. 3. Promotion
4. 4. Place
In service marketing, however, the four P's have been expanded to seven P's to address the different nature of services.
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