Since its conception, the marketing mix has been marketing toolkit for success. The marketing plan of the company is mainly composed of the "four Ps" of marketing tools, with the practice and teaching division of tasks in marketing the product, place, price and promotion. Decade, on the basis of studies show, however, that it is time to restore the marketing machine, focusing on the key strategic issues that companies and marketers face in today's rapidly evolving market digitized. If marketing has become a way of doing business, and not just one of several organizational functions, marketers must recognize that the tools of marketing is really a tool for success. Only after we, marketers, and recognize the concept of marketing as more cars than just four Ps we will be able to bring market orientation to the forefront of strategic thinking. "Hide
by Victoria L. Crittenden Source: Business Horizons 12 pages. Publication Date: September 15, 2005. Prod. #: BH169-PDF-ENG
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