Information Technology in the Marketing Mix of a Modern Business

  • Jacek Unold


The ultimate target of all marketing efforts should be the customer. There are many possible ways to satisfy the needs of target customers. A product can have many different features and quality levels. The package can be of various sizes, colors, or materials. The brand name and warranty can be changed. Various advertising media as well as a company’s own sales force or other sales specialists can be used. Different prices can be charged, with or without special discounts. With so many possible variables, there is a way to help organize all these decisions and simplify the selection of marketing mixes. It is useful to reduce all the variables in the marketing mix to four basic components—so called four Ps: Product, Price, Place and Promotion.


Geographic Information System Smart Card Loyalty Program Advertising Medium Sales Promotion 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer Science+Business Media New York 2001

Authors and Affiliations

  • Jacek Unold
    • 1
  1. 1.Faculty of Management and Computer ScienceThe Wroclaw University of EconomicsWroclawPoland

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