TY  - JOUR
AB  - Purpose–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.Design/methodology/approach–Opinion piece.Findings–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.Original/value–Of particular to strategic planners, CEOs, senior executives, brand managers, marketing.
VL  - 26
IS  - 6
SN  - 0275-6668
DO  - 10.1108/02756660510632975
UR  - https://doi.org/10.1108/02756660510632975
AU  - Wise Rick
AU  - Sirohi Niren
PY  - 2005
Y1  - 2005/01/01
TI  - Finding the best marketing mix
T2  - Journal of Business Strategy
PB  - Emerald Group Publishing Limited
SP  - 10
EP  - 11
Y2  - 2024/04/16
ER  -