Bonfrer, Andre, Ernest R. Berndt, and Alvin J. Silk. "Anomalies in Estimates of Cross-Elasticities for Marketing Mix Models: Theory and Empirical Test." NBER Working Paper Series, No. 12756, December ...

The concept of the maturity stage of the marketing mix is based on product life cycle theory, which states that products and services have sales patterns that fall into four stages: introduction ...

Sometimes, the marketing mix can extend beyond the classic four Ps of product, price, placement, and promotion established by professor E. Jerome McCarthy in 1960.

The traditional marketing mix, built around the 4Ps — product, price, place and promotion — arguably discount the breadth and complexity of current-day marketing.

Y. JACKIE LUAN, K. SUDHIR, Forecasting Marketing-Mix Responsiveness for New Products, Journal of Marketing Research, Vol. 47, No. 3 (June 2010), pp. 444-457 ...

Origin of the marketing mix. The marketing mix concept was originally created after the Second World War by marketing professor James Culliton, who taught at Harvard. The modern version of the term ...

Marketing Theory & Practice. Module code: MARK 5000. ... It also explores the central tasks of marketing management, and introduces students to key marketing tools, such as the elements of the ...