ABSTRACT
The organization has to communicate with the customer through the strategic window. This can be achieved in a variety of ways, ranging from spoken and written communications (advertising, selling etc.) to more symbolic forms of communication (the image conveyed in the quality of the product, its price and the type of distribution outlet chosen). This is the function of the marketing mix. The elements of the marketing mix should not be seen as individual entities but as a set of interrelated entities which have to be set in conjunction with one another and in the context of the strategic window presented. Marketing mix elements are identified as product, distribution, pricing, marketing communications, selling and sales promotion. We examine each of the elements of the marketing mix in turn in this chapter.
