Redefining the ‘Marketing Mix’ by Henry Kyambalesa
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Redefining the ‘Marketing Mix’ By Henry Kyambalesa 1. INTRODUCTION This article is intended for Marketing students, instructors, researchers, theorists, practitioners, as well as casual readers who may have an interest in gaining an understanding of the nitty-gritty of the elements of what is commonly referred to as the “marketing mix.” It is devot¬ed to a cursory description of the following: (a) the four elements of the classical or traditional marketing mix; (b) an organization’s personnel, decision makers or the group of executives who make and/or implement decisions relating to the traditional elements of the marketing mix; and (c) the nature...
