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Rebuilt Marketing Machine
內容大綱
Since its conception, the marketing mix has been the marketer's toolkit for success. A firm's marketing plan is basically comprised of the "four Ps" of the marketing mix toolkit, with practitioners and academicians segregating a marketer's tasks into product, place, price, and promotion. A decade of company-based research suggests, however, that it is time to rebuild the marketing machine by focusing on the key strategic issues that companies, and marketers, face in today's rapidly evolving, digitized marketplace. If marketing is to become a way of doing business rather than merely one of several organizational functions, marketers must recognize that the marketing mix toolkit is truly an implement for success. Only after we, as marketers, recognize and conceptualize marketing as a bigger machine than just the four Ps will we be able to bring a market orientation to the forefront of strategic thought.