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Cybermarketing, 2nd Edition by Upkar Pardesi, Matthew Bickerton, Pauline Bickerton

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Chapter 6

Exploiting your global niche – the best marketing mix

The ‘marketing mix’ is one of the essential concepts in modern marketing. Every business, whatever it sells, has got one – even if some of them don't even know it. The marketing mix simply refers to the set of choices a firm makes to influence the buyers’ responses towards the company's products or services. Planning the marketing mix properly is an essential part of business success, and it's a common failing of production-orientated organizations that they fail to realize just how important this is. It's only through getting the detail right that your brilliant products and services actually sell, and gain the maximum possible return for the business.

The marketing mix is very ...

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