Sales promotion

Abstract

The term ‘marketing mix’ is widely used in advertising, marketing and related areas. As Robert G I Maxwell observes in his Pan Breakthrough book Marketing — a fresh approach:

• it conjures up the image of a number of ingredients being mixed up in different proportions … the four main ones are:

  • product (or service);

  • price;

  • place (used to describe methods and channels of distribution);

  • promotion (all the means of communication available).