ABSTRACT
Now that we have discussed in detail the role marketing plays in a firm’s corporate strategy, we now turn our attention to the various elements of the marketing mix better known as the five Ps (product, place, price, promotion, people). Over the next three chapters we investigate how decisions about the product itself, its placement or how it is distributed to customers, the price charged, types of promotion used, and the people needed to support the product are all potential sources of competitive advantage.
