4. Product and price
What’s in this chapter for you
‘Marketing costs money and takes time – it’s essential we get the right marketing mix for our products.’
– Anne Cameron, stationers’ marketing manager
What’s the marketing mix got to do with me?
‘Marketing mix’ – you will undoubtedly have heard this common piece of marketing-speak. In fact it is quite a useful little expression that sums up a lot about marketing decisions. As we have already said, marketing is not about changing one factor at a time to come up with some magic formula ...