Finding the best marketing mix

Rick Wise (Senior partner of Lippincott Mercer and is co‐author of How to Grow When Markets Don't.)
Niren Sirohi (Partner of Lippincott Mercer. They can be reached at

Journal of Business Strategy

ISSN: 0275-6668

Publication date: 1 December 2005



Looks at how to find the best marketing mix for a particular company and how to track and measure marketing activities for return on investment.


Opinion piece.


Six guidelines will help to identify and implement the best marketing mix: Set up the right scorecards; Track and analyze; Don't be afraid to experiment; Keep both brand and revenues in mind; Look over the fence; and Build a test and learn culture.

Practical implications

Provides managers with guidelines for determining marketing budgets and activities.


Of particular to strategic planners, CEOs, senior executives, brand managers, marketing.



Wise, R. and Sirohi, N. (2005), "Finding the best marketing mix", Journal of Business Strategy, Vol. 26 No. 6, pp. 10-11.

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Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

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