The 4Ps of the marketing mix

IB Business Management: The 4Ps of the marketing mix

The UK’s Chartered Institute of Marketing (CIM) defines marketing as: “the management process responsible for identifying, anticipating and satisfying customer requirements profitably”.The marketing mix refers to the key elements of a marketing strategy to ensure its success in meeting the needs and wants of the organization’s customers and the firm’s marketing objectives. The traditional marketing mix was...


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