The marketing mix – a problem analysis
A. R. Thorne
(Sheffield Polytechnic, Sheffield, UK )
6587
Abstract
Provides an examination of the marketing mix budgeting procedure. Gives a model information framework which acts as a basis for data search in the corporate marketing activity, and investigates the effect of data imperfection.
Keywords
Citation
Thorne, A.R. (1971), "The marketing mix – a problem analysis", European Journal of Marketing, Vol. 5 No. 4, pp. 207-216. https://doi.org/10.1108/EUM0000000005174
Publisher
:MCB UP Ltd
Copyright © 1971, MCB UP Limited