The marketing mix has been one of the core elements of marketing since the middle of twentieth century (cf. Kotler and Keller, 2012). The following article elaborates on the traditional components of the marketing mix, namely price, product, promotion, and place, in part one and discusses the extension to 8 Ps, including people, physical evidence, process management, and productivity and […]
The Marketing Mix in the Digital Age Part 1: Price, Product, Promotion, and Place in the Context of Sports Brands
