Professional Studies for Screen-Based Media
Foundation Degree South West
The Marketing Mix

Further Reading


To understand more about the marketing mix any introductory marketing text will do. In the UK you might try Kotler, Armstrong, Sauders and Wong, (2001), Parts 4, 5, 6 and 7, or Brassington and Pettitt, (2000), Parts 3, 4, 5 and 6.

Booms, B.H. and Bitner, M.J. (1981), Marketing strategies and organisation structures for service firms, in Marketing of Services, J. Donnelly and W.R. George (eds), American Marketing Association

Lauterborn, R.(1990), New marketing litany:4Ps passe; 4Cs take over, Advertising Age, Oct. 1:26

McCarthy, J. (1975), Basic Marketing: a managerial approach, Homewood, IL