Background Note | HBS Case Collection | June 1984 (Revised April 1992)

The Marketing Mix

by Benson P. Shapiro


Reviews important concepts related to the marketing mix, and summarizes key relationships within the mix and between the mix and other parts of the company's marketing approach.

Keywords: Marketing;


Shapiro, Benson P. "The Marketing Mix." Harvard Business School Background Note 584-125, June 1984. (Revised April 1992.)