Material Detail

The Green Marketing Mix

The Green Marketing Mix

In 1948 Culliton said that a marketing decision should be a result of something similar to a recipe. Borden later coined the term 'Marketing-Mix'. McCarthy (1960) proposed a four P classification to the mix. This checklist offers a useful tool to analyse the status of any marketing situation. Generations of Marketing Students have been taught to use the marketing mix in creating market plans. In 1989,  I introduced the term ... Show More


More about this material


Log in to participate in the discussions or sign up if you are not already a MERLOT member.