| 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
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