Finding the best marketing mix

Abstract

Purpose

Looks at how to find the best marketing mix for a particular company and how to track and measure marketing activities for return on investment.

Design/methodology/approach

Opinion piece.

Findings

Six guidelines will help to identify and implement the best marketing mix: Set up the right scorecards; Track and analyze; Don't be afraid to experiment; Keep both brand and revenues in mind; Look over the fence; and Build a test and learn culture.

Practical implications

Provides managers with guidelines for determining marketing budgets and activities.

Original/value

Of particular to strategic planners, CEOs, senior executives, brand managers, marketing.

Citation

Wise, R. and Sirohi, N. (2005), "Finding the best marketing mix", Journal of Business Strategy, Vol. 26 No. 6, pp. 10-11. https://doi.org/10.1108/02756660510632975