THE MARKETING - OBJECTIVE - MIX

Probably you have heard or used the marketing term, "marketing mix." Most of us take these two words to mean those elements within marketing - like merchandising, promotion, advertising/communications, PR - that we invest company resources against, to varying degrees, in annual Brand Marketing Plans. In a well-constructed marketing plan, each of these resource investments would also have a pre-determined customer or consumer behavior to deliver against. But, all too often, this is not the case; rather, quite frequently marketers aim to achieve multiple behaviors from a given marketing mix element. This week we consider the downsides of trying to do too much with a single marketing mix element.

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The DISPATCHES^TM for July 10, 2011 can be found here:

http://www.bdn-intl.com/TheMktObjMix.php

A printer / handheld friendly version can be found here:

http://www.bdn-intl.com/printpage.php?id=364

It is also available in PDF here:

http://www.bdn-intl.com/uploads/MarketingObjectiveMix.pdf

To view this article in its entirety directly from our website, please copy and paste into your address bar the appropriate link below. We have also provided a pdf link if that is your preferred method of viewing.