Keywords: marketing mix, market, customer, value, customer relationship
JEL Classification: M31 …show more content…
The marketing mix is often crucial when determining a product or brand's offer, and is often associated with the four P's: price, product, promotion, and place (McCarthy and Jerome, 1964). Marketing is the process in which the marketer tries to match the demand of the customers, and the latter, to match the asked price in return for the service or good. The most important attribute in marketing is gaining competitive advantage. Competitive advantage is gained through providing the customer with services and products that have additional purposes to the