Management Essay

4447 Words Aug 17th, 2010 18 Pages
The Concept of the Marketing Mix'

NEIL H . BORDEN
Harvard Business School

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.

E it observe how an or colorful may catch wide I HAVaptalways foundterminteresting toon, gain of a usage, and help to further understanding concept that has already been expressed in less appealing and communicative terms. Such has been true of the phrase "marketing mix," which I began to use in my teaching and writing some 15 years ago. In a relatively short time it has come to have wide usage. This note tells of the evolution of the marketing mix concept.
NEIL H. BORDEN is
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For many years previous to Culliton's cost study the wide variations in the procedures and policies employed by managements of manufacturing firms in their marketing programs and the correspondingly wide variation in the costs of these marketing functions, which Culliton aptly ascribed to the
^ This article will appear as a chapter in Science in Marketing, George Schwartz (Ed.), New York: John Wiley, 1964.

Journal of Advertising Research

varied "mixing of ingredients," had become increasingly evident as we had gathered marketing cases at the Harvard Business School. The marked differences in the patterns or formulae o£ the marketing programs not only were evident through facts disclosed in case histories, but also were reflected clearly in the figures of a cost study of food manufacturers made by the Harvard Bureau of Business Research in 1929. The primary objective of this study was to determine common figures of expenses for various marketing functions among food manufacturing companies, similar to the common cost figures which had been determined in previous years for various kinds of retail and wholesale businesses. In this manufacturer's study we were unable, however, with the data gathered to determine common expense figures that had much significance as

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