Relationships are seemingly the obsession of marketers in the 1990s. For some, the development and solidification of long‐term relationships is tantamount to success. However, practitioners and academicians have been saying for years that to succeed in business, firms must adhere to the principles of the marketing mix. The “4Ps of Marketing” are an old standby with which many of us are familiar. Nonetheless, before developing a price, product, promotional and place/distribution strategy, managers must understand that the foundation for such a strategy rests with a firm grasp of the marketing environment. As the marketing environment is a very powerful force which continually affects the firm and its marketing mix, marginal comprehension in this area can spell doom for many firms.
Relationships are seemingly the obsession of marketers in the 1990s. For some, the development and solidification of long‐term relationships is tantamount to success. However, practitioners and academicians have been saying for years that to succeed in business, firms must adhere to the principles of the marketing mix. The “4Ps of Marketing” are an old standby with which many of us are familiar. Nonetheless, before developing a price, product, promotional and place/distribution strategy, managers must understand that the foundation for such a strategy rests with a firm grasp of the marketing environment. As the marketing environment is a very powerful force which continually affects the firm and its marketing mix, marginal comprehension in this area can spell doom for many firms.
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