The Marketing Mix Redefined and Mapped: Introducing the MIXMAP Model
Claudio Vignali
(Senior Lecturer in the Department of Retailing and
Marketing, at The Manchester Metropolitan University, UK.)
B.J. Davies
(MFI Professor in Retailing, at The Manchester Metropolitan
University, UK.)
12106
Abstract
Addresses the question of how the Marketing Mix framework can be used to analyse the competitive standing of a business organization and how the outcome of this analysis can then be translated into practical tactics which capitalize on the organization′s strengths. The MIXMAP model developed as a guide for marketing this transition from the strategic to the tactical level.
Keywords
Citation
Vignali, C. and Davies, B.J. (1994), "The Marketing Mix Redefined and Mapped: Introducing the MIXMAP Model", Management Decision, Vol. 32 No. 8, pp. 11-16. https://doi.org/10.1108/00251749410069435
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited