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

The Marketing Mix

By: Benson P. Shapiro
  • Format:Print
  • | Pages:7
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Abstract

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

Citation

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

Benson P. Shapiro

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More from the Author
  • The Sales Success Matrix By: Jim Dickie, Boris Groysberg, Benson P. Shapiro and Barry Trailer
  • Can AI Really Help You Sell?: It Can, Depending on When and How You Implement It By: Jim Dickie, Boris Groysberg, Benson P. Shapiro and Barry Trailer
  • Macy's: Evolution in the Sunshine State By: Boris Groysberg, Das Narayandas, Benson P. Shapiro and Olivia Hull
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