Professional Studies for Screen-Based Media
Foundation Degree South West
 
 
 
   
 
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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.

References
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