McCarthy (1960) formulated the concept of 4Ps- Product, Promotion, Price and Place marketing mix.

For several years these were the principal foundation on which organisations achieved profitability. However, with particular attention being paid to services marketing in recent years, researchers have argued that other variables could be added to expand the traditional marketing mix.

Identify the elements of the marketing mix of a tourism organisation and critically evaluate how they are manipulated to achieve competitive edge.

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In the context of a tourism organization the marketing mix consists of a set of controllable marketing tools that the organization uses to pursue its marketing objectives in the target market The trad... View the full answer