Defining Marketing and Its Ingredients
“Marketing is still an art, and the marketing manager, as head chef, must creatively marshal all his marketing activities to advance the short and long term interests of his firm”
Neil Borden famously put it in 1984: “Marketing is still an art, and the marketing manager, as head chef, must creatively marshal all his marketing activities to advance the short and long term interests of his firm”. This was when he first coined the catchy phrase “Marketing Mix.” However, back then he was referring to
CONTINUE READING