chapter  12
44 Pages

The strategic management of the marketing mix

In this chapter we focus upon the seven principal elements of the marketing mix and

discuss how they need to be managed both strategically and tactically. In doing this, we

take each of the elements in turn and then, in the final part of the chapter, pull them

together to demonstrate the nature of the interrelationships that exist and how, by

understanding these interrelationships, the mix might be managed in such a way that a

degree of synergy is generated.