ABSTRACT
No matter how good an idea is, no matter how good a project is or how good a person is, companies grow and develop by the conjunction of a series of elements that make them profitable. These elements are what, in marketing, are called the four variables of the mix. Thanks to correct coordination and correlation of them, a project can become a business reality. Thus, a well-developed product, with a price according to what is offered, a distribution suitable for its target and a coherent and successful communication strategy will be, predictably, a formula of success to compete in the market.
In this chapter we explain these variables, highlight their strengths and give readers some guidelines and advice so that they can develop them to their advantage.
