Relevant bibliographies by topics / Marketing mix strategies

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Marketing mix strategies'

Author: Grafiati
Published: 4 June 2021
Last updated: 10 February 2022

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Journal articles on the topic "Marketing mix strategies"

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Jobber, David, and David Shipley. "Marketing-Orientated Pricing Strategies." Journal of General Management 23, no. 4 (June 1998): 19–34. http://dx.doi.org/10.1177/030630709802300402.

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PhD, Okwuchukwu Marcus, Anyasor,. "Marketing Mix Strategies of Soft Drink Producers in Anambra State, Nigeria." International Journal of Trend in Scientific Research and Development Volume-2, Issue-1 (December 31, 2017): 1053–65. http://dx.doi.org/10.31142/ijtsrd7195.

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Kumar, Prashant, and Bhimrao Ghodeswar. "Green Marketing Mix." International Journal of Asian Business and Information Management 6, no. 3 (July 2015): 42–59. http://dx.doi.org/10.4018/ijabim.2015070104.

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The purpose of this paper is to report the findings of a systematic review of literature in green marketing domain and to propose directions for future research. Green marketing issues are delineated from literature extending marketing orientation and marketing mix frameworks. As society becomes more concerned with the natural environment, businesses modify their behaviour in an attempt to address society's concerns. Based on the literature review, the conceptual review and direction for future research have been delineated and discussed. The paper concludes with the evidences of integration between sustainability and marketing in forms of corporate environmental actions and green marketing practices in businesses. The paper deals with the concept of 4-Ps and the green marketing practice as business response to the increasing environmental consciousness of consumers in the market. The discussion highlights future research avenues and consequent implications for marketers of green products in designing their marketing strategies.
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Fejza, Mr Sc Ejup, Dr Sc Nail Reshidi, and Dr Sc Ramiz Livoreka. "Marketing mix strategies of bread producers in Kosovo." ILIRIA International Review 3, no. 1 (June 30, 2013): 117. http://dx.doi.org/10.21113/iir.v3i1.102.

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Marketing is a fundamental or core function of the business which more than any other business function deals with customers and their satisfaction. Creation and implementation of a successful marketing strategy in business is very crucial, especially when we deal with a business such is bread manufacturing. Thus, the purpose of the research was to analyze the development of marketing as an organizational function of bread manufacturers companies in Kosovo, to analyze their marketing strategies and to provide clear recommendations for companies that do not use marketing strategies.During the research I have find that bread producers do not even have established a marketing department and/or do not have employed a marketing or sales person. Only few companies, three out of fifteen, intend to establish marketing department in the future, which is a sign that bread producers still do not see marketing as core function in their activities. They do think more on production than on sales and marketing. None of the companies have promotional activities regularly and only two of them exhibits regularly on the trade fairs in Kosovo and only one company exhibited abroad.There should be continuous insistence of manufacturing companies to advance marketing department, creating a special unit of market research and behavior with consumer.The data for research were collected through questionnaire in fifteen bread manufacturing companies. Methods used for research have been descriptive, comparative, analysis, and synthesis. The research instrument was a questionnaire, the technique has been direct communication and research was conducted between months June up to September 2009.
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Luca, Nadina Raluca, and L. Suzanne Suggs. "Strategies for the Social Marketing Mix: A Systematic Review." Social Marketing Quarterly 16, no. 4 (November 24, 2010): 122–49. http://dx.doi.org/10.1080/15245004.2010.522767.

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The marketing mix is a key component of social marketing providing one of the differential points in bringing about behavior and social change. There is a dearth of information regarding the strategies used for the mix in social marketing interventions. This systematic review identifies the strategies used in the social marketing mix, product, price, place, promotion, policy, and partnerships, and their associated outcomes, in health behavior change interventions. A systematic literature search was conducted for peer-reviewed articles published in English from 1990 to 2009 that reported social marketing interventions addressing disease prevention, cancer, heart disease, diabetes, HIV, STDs, reproductive health, physical activity, nutrition, and tobacco. Articles must have identified at least 3 of the Ps of the marketing mix, reported the evaluation, and met the 6 social marketing benchmarks criteria. Twenty-four studies describing 17 interventions met the inclusion criteria. The complete marketing mix was identifiable in 5 interventions. Strategies such as removing perceived barriers, using the Internet for placement, applying innovative promotion, involving communities, and supporting policies were identified as current practices. The results identified a number of strategies that showed potential for the marketing mix with important implications for practice.
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Sharma, Sanjay, and Priyanka Sharma. "Marketing Mix Strategies for FMCG Companies in India." Journal of Commerce and Management Thought 8, no. 4 (2017): 760. http://dx.doi.org/10.5958/0976-478x.2017.00046.5.

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Guido, Gianluigi. "Marketing Mix Strategies in the Europe of 1992." Journal of Euromarketing 1, no. 1-2 (October 11, 1991): 129–50. http://dx.doi.org/10.1300/j037v01n01_06.

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Woodside, Arch G., and Elizabeth J. Wilson. "Diagnosing customer comparisons of competitors' marketing mix strategies." Journal of Business Research 31, no. 2-3 (October 1994): 133–44. http://dx.doi.org/10.1016/0148-2963(94)90077-9.

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Matura, Phanos, Joseph Mbaiwa, and Stephen Mago. "Marketing Mix Strategies of Small and Medium Tourism enterprises in Masvingo Province, Zimbabwe." African Journal of Hospitality, Tourism and Leisure, no. 10(3) (June 30, 2021): 1025–47. http://dx.doi.org/10.46222/ajhtl.19770720-147.

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The study sought to identify the marketing mix strategies of small and medium tourism enterprises (SMTEs), focusing on lodges and hotels of Masvingo Province in Zimbabwe. The continued low business performance by SMTEs in Masvingo Province motivated the study. The marketing mix theory underpinned the study. The ten tourism marketing mix strategies, namely product, price, place, promotion, people, process, physical evidence, programming, packaging, and partnership were the strategy variables of the study. The study employed a quantitative research approach. An online structured questionnaire was used to collect data from all the 250 owners and managers of SMTEs. Statistical Package for Social Sciences (SPSS) version 26 was used for the analysis of data. The main study findings were that SMTEs in Masvingo Province use all the ten tourism marketing mix strategies, albeit with varying degrees of application. The three most used strategies were product, packaging, and price. The three least used strategies were people, programming, and partnership. The moderately used strategies were physical evidence, promotion, place, and process. The value of this study relates to the use of a ten tourism marketing mix framework by SMTEs. Implications are that study organisations may not reach full performance potential due to unequal use of the ten tourism marketing mix strategy elements.
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Chivu, Raluca Giorgiana, Ivona Stoica, Mihai-Cristian Orzan, and Andra-Victoria Radu. "New trends in marketing mix strategies for digital consumer behaviour." New Trends and Issues Proceedings on Humanities and Social Sciences 5, no. 2 (September 11, 2018): 89–95. http://dx.doi.org/10.18844/prosoc.v5i2.3658.

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The marketing mix is the first step in establishing a lasting relationship between the company’s offer and the final consumer. From the product to the price meeting the needs and allows the consumer to buy, the placement and the promotion have received increasing importance. Also, when we think of an online environment where the consumer can be found, smartphones—consumer mobile journey, online TV advertising on Netflix and YouTube a.s.o. This paper aims to identify the element of the marketing mix with the highest impact on the final consumer buying decisions. For this, we have conducted a quantitative research on a sample of 100 respondents. The results show that the elements of the marketing mix passed through major changes because of the digital revolution and the unavoidable appearance of many situational factors that led to a significant variation of the consumer behaviours and changing the consumers’ mindset and their personal system of values.Keywords: Digital marketing mix, consumer behaviour, quantitative research
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Dissertations / Theses on the topic "Marketing mix strategies"

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Pokorná, Martina. "Komunikační strategie podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta strojního inženýrství, 2008. http://www.nusl.cz/ntk/nusl-228323.

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The aim of the thesis is to make profitable communication strategies in an economic way. This will increase publicity and take the best effect on people. It will also improve standing of a firm ARAVER CZ on a market.
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Awan, Anam ul Haq, and Shahzad Ali. "Regionalization and Marketing Mix Strategies of a company." Thesis, Halmstad University, School of Teacher Education (LUT), 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-738.

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Our study deals with the concept of regional trade blocs or open borders (Nordic Region) and their impact on the Marketing Mix Strategies of the firm. The purpose of our study is to analyze the regionalization concept as company point of view and then its impact on the marketing mix strategies of a company operating in Nordic Region. To get the appropriate data for this, we studied a telecommunication company based in Norway and operating in Denmark and Sweden as well. We adopted the inductive approach and case study method, and our study is based on our research findings, on the basis of which we developed our own model. The model discusses certain variables and factors which influence the marketing mix decisions of the company.

The study results show that company felt the reality of open market and trying to get the advantages of this opportunity by modifying or reorganizing its marketing mix strategies according to the open market conditions. Innovation and product development according to the customer demands in different markets forced the company to take attention about their product line and product components. Competition in local and regional market forced the company and they based their price strategy on competition so competition became a driving force for the company’s price strategy. Open borders gave a number of alternatives to position the products and Telenor is using different distribution channels which vary from market to market and country to country. Company adopted trans-border strategy for the easiness of their end consumers and used different brand names in different markets but with single logo at all.

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Adeleke, Abi. "Marketing Strategies of Successful Coffee Shop Owners." ScholarWorks, 2019. https://scholarworks.waldenu.edu/dissertations/6875.

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Failure is an issue with small businesses globally; some owners of small businesses lack the knowledge of business administration and marketing strategies necessary to help ensure success. The purpose of this multiple case study was to explore what marketing strategies some coffee shop owners use to sustain business operations during the first 5 years of operation. The targeted population consisted of 5 coffee shop owners in Arkansas who successfully implemented marketing strategies to sustain business operations during the first 5 years of operation. Goldsmith's 8Ps of marketing mix was the conceptual framework used in the study. Data were collected from semistructured interviews and a review of publicly available data and company websites. Data were analyzed using the principles of the content analysis method, which included identifying codes and themes. Findings indicated owners of successful coffee shops were actively engaged in the day-to-day business operations and in the community; provided premium products; used social media for marketing, promotion, and branding; used competitive pricing; were precise about the location; provided exceptional customer service and personalization, and had points of marketing differentiation to promote their brand. The implications of this study for positive social change include the potential to support the welfare of the citizens of Arkansas, and owners of coffee shops across the United States that could provide independent coffee shop owners with marketing strategies necessary to sustain business operations, contribute to new job creation and regional economic sustainability.
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Kontic, Ivan, and Jasmin Biljeskovic. "Greening the marketing mix : A case study of the Rockwool Group." Thesis, Jönköping University, JIBS, EMM (Entrepreneurship, Marketing, Management), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12777.

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Purpose: To explore how a company can make its marketing mix, the four Ps, greener. This is done with a case study of the Rockwool Group.

Background: The Rockwool Group is the world’s leading producer of stone wool. It consists of twenty-one factories in three continents and its primary business area is within insulation. The Rockwool Group’s products improve the quality of life and helps to alleviate environmental problems, such as the greenhouse effect, smog and acid rain.

 

Problem: Today many companies want to improve their greenness. A way to do this is by greening the marketing mix. The current green marketing literature only touches upon certain aspects of the marketing mix, but there are no recognized studies that provide guidelines on how to green the marketing mix.

 

Methodology: The data collection consists of several semi-structured interviews with employees from different departments. The authors interviewed employees from three subsidiaries from different parts of the world – Scandinavia, North America and the Balkans.

Conclusions: Through the case of the Rockwool Group the authors have explored how to green the marketing mix. This has shown that product, place and promotion have several factors that can be greened. However, this specific case study only shows how prices set a premium are greened. Another case focusing on standard prices can provide further suggestions to green the price.

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Gräns, Henning, Ashkan Maghsoudlou, and Jimmy Rodenfelt. "Hotellbranschen : Fördelaktig marknadsföring i dagens samhälle." Thesis, Örebro universitet, Restaurang- och hotellhögskolan, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-33331.

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Marknadsföring är ett viktigt verktyg att använda sig av för att locka konsumenter till att köpa hotellens produkter. Det finns ett antal olika sätt att åstadkomma detta. Syftet med uppsatsen var att undersöka olika marknadsföringssätt som kan vara gynnsamma inom dagens hotellverksamheter. Senare diskuterades det kring bakgrunden och resultatet. Här belystes det att segmentering av marknad är viktigt för att kunna möta olika kundgrupper på bästa sätt. Här framkom även att marknadsföringsmixens olika delar går att koppla till varandra. Ytterligare diskuterades det kring word-of-mouth och att det beror på flera faktorer om gästen ska bli nöjd med hotellet. Gynnsamma marknadsföringssätt som ett hotell kan nyttja är marknadssegmentering, marknadsföring baserad på den förlängda marknadsföringsmixen samt spridning av positiv word-of-mouth, där kundnöjdhet är ett centralt tema.
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Havránková, Jana. "Sledování efektivity prostředků na marketing podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta stavební, 2020. http://www.nusl.cz/ntk/nusl-409967.

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Diploma thesis is focused on the theme "Monitoring the efficiency of funds on the marketing enterprise" which will be performed the analysis of two specific companies and their marketing activities. Further, they identified the marketing tools in companies. After analyzing all marketing activities of the companies evaluated and then executed the marketing plan and its budget. After the introduction of the marketing plans in companies will be carried out assessment of the embedded costs. The work consists of the theoretical part and the practical. In the first part are specified concepts related to marketing, in the second part is performed marketing analysis and subsequently conducted a marketing plan. In conclusion, the described evaluation of the embedded costs, the proposals and any recommendations for improvement.
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Gomez, de la Fuente Melissa Rocio. "Marketing Strategies for Increasing Latino Enrollment in Higher Education." ScholarWorks, 2016. https://scholarworks.waldenu.edu/dissertations/2820.

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Many leaders of higher education institutions in the United States face changes in student demographics, tightened regulatory environments, and reduced state funding. University leaders have an opportunity to leverage targeted marketing strategies in order to increase their institutions' market share in the Latino student segment. The purpose of this study was to explore the strategies that some university leaders use to increase Latino student enrollment in higher education programs. The marketing mix and the Ps of marketing theory comprised the study's conceptual framework. Semistructured interviews were conducted with 3 marketing experts from the higher education sector, who were selected by purposive sampling. Data were audio recorded, transcribed, member checked, and then coded for themes. Emergent themes describe the elements to consider when implementing a comprehensive strategic marketing plan, the challenges marketers face when trying to increase Latino student enrollment, and the importance of selecting and engaging stakeholders during the recruiting process. Marketing managers and practitioners in higher education, organizational strategy leaders, and policy makers may use these findings to understand the needs of Latino students, which may contribute to the growth of Latino student enrollment and the financial viability of the institution. Implications for positive social change include increased educational attainment for Latinos and related impacts for students' communities and society.
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Correia, Teresa, and Patrik Mårdh. "Marketing Mix Strategies towards the Bottom of the Pyramid: a study of the Brazilian market." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2013. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-202336.

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Prahalad has started a debate in the last decade regarding the opportunities of doing business towards the low-income consumers of emerging markets, which he called Bottom of the Pyramid (BOP) markets. The purpose of this study is to investigate how companies adapt their marketing mix strategies in order to target this type of market. The research is developed as case studies within the Brazilian telecom market in order to offer a new BOP setting as previous research has been focusing on Asia and Africa. Semi-structured face-to-face interviews are conducted with managers of the prepaid segment of three telecom companies. The study shows that price strategies are most important to adapt towards affordability in order to target BOP markets because of consumers’ limited budget. While adaptation in product and place are also seen, they are not as substantial as in price. The strategy that was not adapted was promotion as traditional channels are most common within the Brazilian BOP market. Moreover, companies with a strategy that traditionally have been upper-segment-centric do have to make larger and more innovative adaptations in order to market this segment.
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Pilblad, Marcus, and Samir Belaid. "Kampen om studenten : Kund och råvara på samma gång." Thesis, Uppsala University, Department of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-87821.

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A reform of higher education in Sweden in 1993 led to stiffer competitive climate among educational institutions. The reform meant that educational institutions now had the opportunity to plan their curriculum autonomously. Prior to the reform educational planning was restricted to the Swedish government. The new rules spelled a greater opportunity for educational institutions to profile themselves based on their educational offerings. The higher degree of competition means that marketing becomes increasingly important when recruiting new students. This thesis focuses on the marketing activities done by educational institutions to recruit new students. This study will specifically investigate the activities regarding marketing of business education in Luleå University of Technology and the officer education The Military School of higher education in Karlberg. Both schools are chosen because they have among other things, experienced a shortage of applicants. This study will also show student opinions of marketing activities from both institutions. Our results points out that both schools are firmly aware of the benefits of marketing when recruiting new students. However, the students experience a certain disharmony between the marketing and reality. Our conclusions are that this disharmony might partly explain the shortage of applicants to these specific educations.

 

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Horner, David D. "A descriptive study of the marketing mix strategies utilized by North American Christian Schools." Lynchburg, Va. : Liberty University, 2006. http://digitalcommons.liberty.edu.

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Books on the topic "Marketing mix strategies"

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Ray, Saibal, and Shuya Yin, eds. Channel Strategies and Marketing Mix in a Connected World. Cham: Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-31733-1.

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C, Williams John. Getting retail right!: Improving productivity with the right communication, training, merchandising, marketing, and tenant-mix/leasing strategies. New York: International Council of Shopping Centers, 2004.

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Ritzerfeld, Ute. Marketing-Mix-Strategien in Investitionsgütermärkten. Wiesbaden: Gabler Verlag, 1993. http://dx.doi.org/10.1007/978-3-322-88047-5.

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Xander, Heiko Kay. Marketing-Mix-Strategien in umweltfreundlich-differenzierten Märkten. Wiesbaden: Deutscher Universitätsverlag, 2003. http://dx.doi.org/10.1007/978-3-322-81481-4.

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Schneider, Dieter J. G. Internationale Marktselektion mit Hilfe der Welthandelsdatenbank. Wien: Österreichischer Wirtschaftsverlag, 1988.

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Booth, W. D. Design/build marketing: Strategies and procedures for the small and mid-size contractor. New York: Van Nostrand Reinhold, 1992.

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Meffert, Heribert. Erfolgreiches Marketing in der Rezession: Strategien und Massnahmen in engeren Märkten : mit Erkenntnissen aus einer umfassenden Untersuchung. Wien: Ueberreuter, 1994.

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Strategische Erfolgsfaktoren im Software-Marketing: Ein Konzept zur Erfassung und Gewichtung strategischer Erfolgsfaktoren mit Hilfe quantitativer Verfahren. Frankfurt am Main: P. Lang, 1992.

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Focke, Sandra. "Politik-Marketing": Die Marketing-Strategien der beiden grossen Volksparteien (CDU, SPD) im Bundestagswahlkampf 2002 mit Schwerpunkt auf Materialien der CDU. Frankfurt am Main: Lang, 2007.

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Ch'oe, Chi-hyŏn. Nongŏŏp puga kach'i ŭi saeroun ch'angch'ul ŭl wihan sikp'um sanŏp ŭi chungjanggi palchŏn chŏllyak: 4/5-ch'a yŏndo = Mid/long-term food industry development strategies for creation of value added in agricultural & fishery : 4/5th year. Sŏul T'ŭkpyŏlsi: Han'guk Nongch'on Kyŏngje Yŏn'guwŏn, 2012.

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Book chapters on the topic "Marketing mix strategies"

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Siakalli, M., A. Masouras, and C. Papademetriou. "e-Marketing in the Hotel Industry: Marketing Mix Strategies." In Strategic Innovative Marketing, 123–29. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-33865-1_15.

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Tomczak, Torsten, Sven Reinecke, and Alfred Kuss. "Planning the Marketing Mix." In Strategic Marketing, 171–221. Wiesbaden: Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-18417-9_5.

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Ritzerfeld, Ute. "Einführung." In Marketing-Mix-Strategien in Investitionsgütermärkten, 1–6. Wiesbaden: Gabler Verlag, 1993. http://dx.doi.org/10.1007/978-3-322-88047-5_1.

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Ritzerfeld, Ute. "Stand des Investitionsgütermarketing aus theoretischer und praxisorientierter Sicht." In Marketing-Mix-Strategien in Investitionsgütermärkten, 7–39. Wiesbaden: Gabler Verlag, 1993. http://dx.doi.org/10.1007/978-3-322-88047-5_2.

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Ritzerfeld, Ute. "Ein managementorientierter Denkrahmen zur Marktbearbeitung im Investitionsgütermarketing." In Marketing-Mix-Strategien in Investitionsgütermärkten, 40–102. Wiesbaden: Gabler Verlag, 1993. http://dx.doi.org/10.1007/978-3-322-88047-5_3.

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Ritzerfeld, Ute. "Ein Simulationsmodell für einen Investitionsgütermarkt." In Marketing-Mix-Strategien in Investitionsgütermärkten, 103–60. Wiesbaden: Gabler Verlag, 1993. http://dx.doi.org/10.1007/978-3-322-88047-5_4.

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Ritzerfeld, Ute. "Analyse des Marktverhaltens im Simulationsexperiment." In Marketing-Mix-Strategien in Investitionsgütermärkten, 161–277. Wiesbaden: Gabler Verlag, 1993. http://dx.doi.org/10.1007/978-3-322-88047-5_5.

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Ritzerfeld, Ute. "Schlußbetrachtung." In Marketing-Mix-Strategien in Investitionsgütermärkten, 278–81. Wiesbaden: Gabler Verlag, 1993. http://dx.doi.org/10.1007/978-3-322-88047-5_6.

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Wamser, Christoph, and Dietmar Fink. "Die integrierte Electronic Marketing Strategie." In Marketing-Management mit Multimedia, 213–21. Wiesbaden: Gabler Verlag, 1997. http://dx.doi.org/10.1007/978-3-322-82745-6_20.

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Daxböck, Jennifer, Maria Laura Dulbecco, Sintija Kursite, Tommy Kristoffer Nilsen, Andrada Diana Rus, Joanne Yu, and Roman Egger. "The Implicit and Explicit Motivations of Tourist Behaviour in Sharing Travel Photographs on Instagram: A Path and Cluster Analysis." In Information and Communication Technologies in Tourism 2021, 244–55. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-65785-7_22.

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AbstractInstagram has been an emerging platform for tourists to share their experiences and connect with other users in the multiphasic travel stages. Despite the huge number of photographs shared on Instagram on a daily basis, it remains ambiguous regarding the underlying motives of tourists’ posting behaviour. Thus, this study aims to conceptualise a framework based on the internal and external triggers of sharing travel photographs through a mix methods design involving diary studies and questionnaires. By conducting a path analysis, this study presents and validates a theoretical model including various motivational factors; namely enjoyment, self-esteem, recognition, interests, social norms, goals, social ties, social status and prestige, self-efficiency, outcome expectations and memorabilia. Meanwhile, this research clusters young techsavvy tourists into four distinct segments based on their behaviour of using Instagram while traveling. By bridging motivational theories, social psychology, and social media in the context of tourism, this research extends literature related to user-generated content and Instagram. Practically, this research allows marketers to optimise the effectiveness of marketing strategies based on the characteristics of tourists and their behaviour on social media platforms.
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Conference papers on the topic "Marketing mix strategies"

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Manea, Natalia. "THE STRATEGIES OF MARKETING MIX IN TECHNICAL UNIVERSITY EDUCATION SERVICES." In 4th International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM2017. Stef92 Technology, 2017. http://dx.doi.org/10.5593/sgemsocial2017/14/s04.118.

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Fratu, Delia. "THE MARKETING MIX - A BASIC TOOL IN THE MANAGEMENT OF THE TOURIST DESTINATION." In Fourth International Scientific Conference ITEMA Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2020. http://dx.doi.org/10.31410/itema.2020.55.

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Kotler's 2002 definition of place marketing is as follows: "Place marketing means designing a site to meet the needs of its target markets. The development of places means the development for a place of a systematic long-term marketing strategy, directed towards the identification and development of the natural and potential attributes of an area”. The elaboration of a marketing mix for the tourist destination is the main tool for marketing planning and for adopting the most appropriate strategies. Given that each tourist destination has its specificity, the marketing mix must contain its own elements, adapted to the objectives set. In this paper we chose to exemplify a way to apply and combine the components of the following marketing mix: product, price, distribution, promotion, staff, partnerships, packaging, security, process management for the tourist destination Brasov Area.
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Lestari, Elmi Nafi, Sapto Adi, and Sendhi Tristanti Puspitasari. "The Effort to Increase Patient Visits With Marketing Mix Strategies at Sekarpuro Medical Clinic Malang." In The 1st International Scientific Meeting on Public Health and Sports (ISMOPHS 2019). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/ahsr.k.201203.035.

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Dixon-Ogbechi, Bolajoko, Adebola Adekoya, Joseph Aiyeku, and Elizabeth Haran. "DETERMINATION OF THE STRATEGIC RELATIONSHIP MARKETING MIX OF COMPANIES IN THE NIGERIAN SERVICE INDUSTRY USING THE ANALYTIC HIERARCHY PROCESS MODEL." In The International Symposium on the Analytic Hierarchy Process. Creative Decisions Foundation, 2011. http://dx.doi.org/10.13033/isahp.y2011.052.

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