ABSTRACT
This part on marketing tactics will concentrate on the marketing mix. We will not be trying to cover all the mix elements in great depth, there are many excellent texts that have already done this and I certainly do not consider it my role to try and replicate their work here in a few pages. My main intention is to try and show the fundamental inter-connectedness of the marketing mix elements. While most marketers have a detailed understanding of the various, separate, elements of the marketing mix, what is too often overlooked is the strategic nature of the word ‘mix’. As I hope I emphasized sufficiently in Part Two, the key to successful marketing strategy is not that the individual elements of the marketing mix are ‘right’ or appropriate to market needs on a one-by-one basis, but that they are blended together to create a cohesive and logical approach. Part Three then, will look at the marketing mix but, specifically, at how the individual elements can be blended strategically to achieve the marketing objectives.
