Hkjhdsf s Hlkj df
August 03, 2003 The Marketing Mix: 4Ps, 7Ps or what? Author: Alexander Reppel The Marketing Mix: 4-Ps, 7-Ps or what? Many people have already heard about the "4-Ps of marketing". Generally speaking, the so-called "marketing mix" is a framework which acts as a guideline for marketers to implement a marketing concept. It consists of a set of major decision areas that a company needs to manage in order to at least satisfy consumer needs. According to Kotler et al. (1999) the mix is a set of "controllable tactical marketing tools [...] that the firm blends to produce the response it wants in the target market". Hence, in an effective marketing programme all of those elements are "mixed" to successfully achieve the company's marketing objectives.