ABSTRACT
For years marketers have identitfied the components of the marketing mix as the four Ps: price (of the brand), product (including service, packaging, brand-name and design), place (distribution) and promotion (including advertising, public relations, personal selling, gifts, exhibitions, conferences and sales promotion). The terms and conditions of the market are set by the costs, nature of competition, product category, regulations, time and space. The firm tries to make elements of the marketing mix work together to support the brand.
