oa MFSA Journal of Marketing - Quest for the perfect (SA) product : cover story



Extracted from text ... pure marketing Quest for the perfect (SA) Product This feature comprises part of the Journal of Marketing's paper-based forum which has as its underpinning the 7Ps of the contemporary marketing mix. The series, written and researched by Tatjana van Bormann, is designed to facilitate an open exchange of ideas, insights and innovation between marketers and academics and amongst marketers themselves. The marketing mix management paradigm was introduced almost fifty years ago, primarily with respect to the consumer packaged goods marketing function. Until recently it remained the dominant marketing theory but has now been ..


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