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What is Marketing Mix

Handbook of Research on Digital Devices for Inclusivity and Engagement in Libraries
This concept is defined as an amalgamation of features that can be powered by a firm (Enterprise) to affect customers to acquire its products. The marketing mix refers to the set of measures, or strategies, that a company applies to advance its brand or product in the market.
Published in Chapter:
Marketing Information Products and Services Through Digital Platforms: Tools and Skills
Roseline O. Ogundokun (Landmark University, Nigeria), Joel O. Afolayan (Michael Imoudu National Institute for Labour Studies, Nigeria), Adekanmi A. Adegun (Landmark University, Nigeria), and Abiola G. Afolabi (Michael Imoudu National Institute for Labour Studies, Nigeria)
DOI: 10.4018/978-1-5225-9034-7.ch005
Abstract
Library and information science (LIS) has developed gradually over a period of time taking the opportunity of technology being spread widely. Library management system (LMS) is one of such earlier areas where ICT have been applied to the operations of the library. LSM will allow librarians to be keeping greater restriction over data stores and applications containing delicate, secretive, confidential, or revealing information about customers, products, clients. The emergence of cloud computing is creating a new area of research in relation to libraries. Cloud computing is being influenced by the developers of library systems to facilitate the possibility of moving away from ILS/LMS called library services platforms (LSP). This chapter studied and reviewed cloud computing, its uses, cloud computing in libraries and projects LSPS, market information products and services, digital platforms. Recommendations were made based on the outcomes of the study.
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Social Marketing in Healthcare
A strategy for creating an exchange that takes into account the benefits, costs, convenience, and attractiveness of the marketer’s offering to the target audience.
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Green Marketing Applications in Hospitality Businesses
All the marketing tools of a company to pursue its objectives in the core market.
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Marketing Trends in the Digital Age: The Rise of New Marketing Paradigms (Virtual Marketplaces, Connectivity, and Advocacy)
A component of the marketing strategy that has been both criticized and supported, and which translates a set of variables (product, price, promotion, place/distribution) within the marketing environment that companies can control to influence customers and to attain their objectives.
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THEIA: Thermal Insulation – A Business Strategy
The marketing mix is a set of controllable variables that determine how consumers respond to the supply and consists of what the company can do to influence the demand for its supply.
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The Projected Images of a Thrift Store Chain in Japan: A Study of Online Interview Materials
The collection of necessary factors that a business unit uses to affect its customers’ perceptions and behaviors.
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Rose-Patisserie and Coffee House: Business Development Alternatives
The marketing mix is a set of controllable variables that determine how consumers respond to the supply and consists of what the company can do to influence the demand for its supply.
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Green but How Green?: Green Product Evaluation Programs in Terms of Marketing
Marketing components to be considered when creating marketing activities and strategies.
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The Future of Trade Fairs After the COVID-19 Pandemic
Marketing mix is the use of product, place, promotion, and price concepts to carry out marketing activities in the best way.
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Communicating Images: A Discussion on the Positioning Strategy of Volvo Cars and the Model SS (Super Safe) Recommendation
The marketing mix is defined as the set of tools that marketing management can use to influence sales. Although different mixes are discussed in the marketing literature, in this study, the 4Ps consisting of product, price, distribution and promotion components are examined.
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Green Marketing and Branding: Combining Micro and Macro Perspectives to Achieve a Circular Economy
The four p’s of marketing – product, place, price and promotion – are referred as the marketing mix. The marketing mix is developed based on the overall strategy of the company.
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Implementing E-Marketing in Small and Medium-Sized Enterprises for Enhanced Sustainability
The combination of methods or strategies a business employs to promote its products or brands.
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The Impact of AI on Disintermediation Processes in the Tourism Industry
A mixture of components that can be used by a company for influencing the potential consumers/buyers to buy and/or sell their products/services.
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The Use of Augmented Reality in the Marketing Mix of Physical Products: Current Practices and Future Implications
A foundation model for businesses, historically centered around product, price, place, and promotion (also known as the “4 Ps”).
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The Social Marketing Campaign by Greenpeace Mediterranean Against Broiler Chicken Consumption
A set of tools/words used by marketing to convey and pursue specific objectives. Examples include 4Ps (product, price, promotion, and place), 4Cs (consumer, cost, communication, convenience) and 4Ss (sustainability, strength, self-confidence and sharing).
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Demarketing: A Marketing Framework for Overtourism
A coalescence of factors that can be manoeuvred to influence consumer demand and purchase patterns.
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Relationship between Movie Industry and Marketing with Respect to Cultural Economy
Business tool in the marketing literature which combine product, price, promotion and place (4P).
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How to Integrate Sustainable Considerations Into the 4Ps of Marketing: Product, Price, Promotion, Place
Also known as the “4Ps,” these are the controllable marketing tools firms use when designing communication strategies for customer value and when achieving objectives.
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Artificial Intelligence-Enabled Education Marketing in an Emerging Bioeconomy
The mix of controllable marketing variables that the firm uses to pursue the desired level of sales in the target market.
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Learning From Others: Anticipating E-Marketing Strategies for Small Businesses
An integrated combination of controlled tactical marketing tools offered by the company to achieve certain consumer responses.
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