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 gu...

Full description

Saved in:
Bibliographic Details
Published in:Management decision 1994-11, Vol.32 (8), p.11-16
Main Authors: Vignali, Claudio, Davies, B J
Format: Article
Language:English
Citations: Items that this one cites
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary: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.
ISSN:0025-1747
1758-6070
DOI:10.1108/00251749410069435