Chapter 12
The Overall Marketing Mix
We’ve introduced dozens of key online-marketing concepts in this book, as well as some of their inextricable offline counterparts. There’s one final trick, though: all this activity must come from one chief marketing officer’s budget. And in the past few years, many of those budgets have been stagnant or shrinking. Even if budgets had exploded, they are still only one source of funds spread out across many marketing bets. So, which bets get the bigger stakes?
Marketing mix is at the essence of the chief marketing officer’s dilemma. Like the many marketing options it includes, the term originated in the 1950s and is still evolving with the onset of all things digital, automated, or social.
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