1 1Le marketing mix Marketing Mix : ensemble des outils dont l'entreprise dispose pour atteindre ses objectifs auprès du marché-cible Kotler Dubois
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product, price, place and promotion – that the firm blends to produce the response it wants in the target market By Philip Kotler and Gray
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Voici une des nombreuses définitions que l'on peut trouvée sur le Marketing mix, traitant du modèle des 4Ps de McCarthy, selon Philip Kotler le Mix-
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concept, which has a strategy to influence consumers to buy the products or services offered Kotler and Armstrong (2014: 76) define marketing mix as “the
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Kotler (2000) also explained, promotion is one of the marketing strategy processes as a way to communicate with the market with the association of promotional
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tion is part of the marketing mix Kotler and Keller (2012) define promotion/communication as “the means by which firms attempt
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