The marketing mix: A Canadian perspective

  • Peter M. Banting
  • Randolph E. Ross
Article

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References

  1. Archibald, T. Ross and Shaw, David C. 1969. “Corporate Canada: a statistical survey.” The Business Quarterly (Winter, special supplement).Google Scholar
  2. Borden, Neil H. 1965. “The concept of the marketing mix.” Science in Marketing, George Schwartz, ed. New York: John Wiley & Sons, Inc. pp. 389–90.Google Scholar
  3. Culliton, James W. 1948. The management of marketing costs. Division of Research, Graduate School of Business Administration, Harvard University.Google Scholar
  4. McCarthy, Jerome. 1971. Basic marketing: a managerial approach. Homewood, Ill.: Richard D. Irwin, Inc. Fourth edition, p. 44.Google Scholar
  5. Oxenfeldt, Alfred R. 1967. “The formulation of a market strategy.” Eugene J. Kelley and William Lazer, Managerial Marketing: Perspectives and Viewpoints. Homewood, Ill.: Richard D. Irwin, Inc. p. 101.Google Scholar
  6. Udell, John. 1964. “How important is pricing in competitive strategy?” Journal of Marketing (January) 44–8.CrossRefGoogle Scholar

Copyright information

© The Academy of Marketing Science 1973

Authors and Affiliations

  • Peter M. Banting
    • 1
  • Randolph E. Ross
    • 1
  1. 1.McMaster UniversityHamiltonCanada

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