McCarthy (1960) formulated the concept of 4Ps- Product, Promotion, Price and Place marketing mix. For several years
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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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Research Methods For Business Students
ISBN: 9781292208787
8th Edition
Authors: Mark Saunders, Philip Lewis, Adrian Thornhill
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