The Marketing Mix Redefined and Mapped : Introducing the MIXMAP Model

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 this 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.

MoreLess

Year of publication:	1994
Authors:	Vignali, Claudio ; Davies, B.J.
Published in:	Management Decision. - MCB UP Ltd, ISSN 1758-6070, ZDB-ID 2023018-7. - Vol. 32.1994, 8, p. 11-16
Publisher:	MCB UP Ltd
Subject:	Assessment \| Benetton \| Crown Berger \| Marketing mix \| Products \| Strategic marketing

More details

Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/00251749410069435 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014933643