ABSTRACT
This chapter considers tactical tools, namely the Marketing Mix. All marketers must understand the fundamentals of communication if they are to gain insights into customers. Customers want easy access to products and services hence marketers must focus on convenience. The basics of product portfolio management are addressed as well as considering how sustainability factors (such as the greening process) are changing marketers’ approaches. The key underpinning perspectives on pricing are considered. The chapter concludes by reflecting on the nature of services, the extended Marketing Mix (for services) and related issues.
