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High Impact Marketing That Gets Results by Ardi Kolah

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3

Understanding the marketing mix

In this chapter:

•  Marketing through the ages

•  Marketing’s new vocabulary

•  The customer and client journey

•  What’s in the mix

•  Budget considerations

•  Marketing measurement

Introduction

According to social anthropologists, the art and science of marketing can be traced back over thousands of years.

Simple trade era

This was when everything available was made or harvested by hand and was in limited supply. Here, the main activity was ‘hunting and gathering’ and survival. From a ‘marketing’ perspective, ...

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