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| Author: | Low, S. Tan, M. |
| Title: | A convergence of Western marketing mix concepts and oriental strategic thinking |
| Journal: | Marketing Intelligence and Planning
1995 : VOL. 13:2, p. 36-46 |
| Index terms: | MARKETING AUDITS PLANNING INTER-INDUSTRY COMPARISONS |
| Language: | eng |
| Abstract: | The mundane and expanded marketing mix concept has an important role in Western marketing literature for both tangible products and intangible services. The nine Ps - namely promotion, product, price, place, process management, personnel, physical facilities, public relations and power - are now foundation for strategic planning in many companies. The lessons to be learned should be useful for strategic planners in the Western marketing community. |
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