Selection of a Customer Mix

  • Derek Waterworth
Part of the Macmillan Small Business Series book series


In Chapter 6 we will note how Neil Borden heard, in a colleague’s lecture, a description of a businessman as ‘a mixer of ingredients’. This led him to coin the phrase ‘marketing mix’ which he applied to the variables which a businessman controls and can use to cause people to buy his products and services.


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Further Reading

  1. Howard and Sheth, The Theory of Buyer Behavior (Wiley, 1969).Google Scholar
  2. Frank, Massy and Wind, Market Segmentation (Prentice-Hall International Series in Management, 1972).Google Scholar
  3. Engel, Fiorillo and Cayley, Market Segmentation — Concepts and Applications (Holt Rinehart & Winston, 1972).Google Scholar

Copyright information

© Derek Waterworth 1987

Authors and Affiliations

  • Derek Waterworth

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