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| Author: | Vignali, C. Davies, B. |
| Title: | The marketing mix redefined and mapped: introducing the MIXMAP model |
| Journal: | Management Decision
1994 : VOL. 32:8, p. 11-16 |
| Index terms: | MANAGEMENT MARKETING IMPLEMENTATION |
| Language: | eng |
| Abstract: | The article addresses the question of how the Marketing Mix framework can be used to analyse the competitive standing of a business organization and how the outcome of such analysis can then be translated into practical tactics which capitalize on the organization's strengths. The MIXMAP model developed as a guide for marketing this transition from the strategic to the tactical level. The MIXMAP approach enables marketing practitioners to revise their perceptions and to redefine their activities. |
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