THEORETICAL PRINCIPLES OF THE "MARKETING MIX" CONCEPT
Journal Title: Бізнес-навігатор - Year 2018, Vol 3, Issue 46
Abstract
The article determines that the marketing mix is a set of controlled variable factors, marketing tools, the totality of which is used by a company in an effort to trigger the desired response from the target market. There are four main elements of the marketing mix: Product, Price, Place (delivery of the Product to the consumer, to the place of sale), Promotion (promotion of the Product). It has been determined that the optimal marketing mix is a combination of marketing tools, which ensures achievement of the goals with a rational way of spending the available funds of marketing budget.
Authors and Affiliations
O. Yu. Krasovska
Keywords
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- EP ID EP517669
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