haku: @author Davies, B. / yhteensä: 13
viite: 5 / 13
| Tekijä: | Vignali, C. Davies, B. |
| Otsikko: | The marketing mix redefined and mapped: introducing the MIXMAP model |
| Lehti: | Management Decision
1994 : VOL. 32:8, p. 11-16 |
| Asiasana: | MANAGEMENT MARKETING IMPLEMENTATION |
| Kieli: | eng |
| Tiivistelmä: | 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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