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The original marketing mix, or 4 Ps, as originally proposed by marketers and academic Philip Kotler and E. Jerome McCarthy, provides a framework for marketing decision-making. [6] McCarthy's marketing mix has since become one of the most enduring and widely accepted frameworks in marketing. [22]
Personal branding offers promises of increased success in the business world. Thousands of self-help books, programs, personal coaches, and articles exist to help individuals learn to self-brand. These strategies emphasize authenticity and are often framed as becoming 'more of who you are' as well as who 'you were meant to be.' [33]
One-to-one marketing [7] refers to marketing strategies applied directly to a specific consumer. Having knowledge of the consumer's preferences, enables suggesting specific products and promotions to each consumer. One-to-one marketing is based on four main steps in order to fulfill its goals: identify, differentiate, interact, and customize. [8]
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On the marketing level, companies gain an enduring competitive advantage by utilizing the association between brand and self-concept. This type of association is difficult for competitors to imitate. For example, in a sport consumption context, when consumer fans identify with the team (i.e., a branded organization) and rally together in ...
A marketing mix is a foundational tool used to guide decision making in marketing. The marketing mix represents the basic tools that marketers can use to bring their products or services to the market. They are the foundation of managerial marketing and the marketing plan typically devotes a section to the marketing mix.