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What is the Marketing Mix
Philip Kotler, a world marketing expert, defines "The Marketing Mix” as a classic tool to
help plan what to offer to consumers and how to offer it to them. The variables that
make up the Marketing Mix are known as the 4Ps: product, price, place, and promotion.
The Marketing Mix strategy will aim to adapt these four variables to the market.
The 4Ps of marketing have been analysing companies' strategies internally since the
1960s. They organise and detail the actions related to making goods and services
available to the target audience. To do this analysis, we have to consider the behaviour
of the market and our potential customers. The objective is to achieve maximum
customer retention and loyalty by satisfying their needs as much as possible.
