The Marketing Mix Redefined and Mapped: Introducing the MIXMAP Model
Abstract
Addresses the question of how the Marketing Mix framework can be used to analyse the competitive standing of a business organization and how the outcome of this analysis can then be translated into practical tactics which capitalize on the organization′s strengths. The MIXMAP model developed as a guide for marketing this transition from the strategic to the tactical level.
Keywords
Citation
Vignali, C. and Davies, B.J. (1994), "The Marketing Mix Redefined and Mapped: Introducing the MIXMAP Model", Management Decision, Vol. 32 No. 8, pp. 11-16. https://doi.org/10.1108/00251749410069435
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited