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Trouvé à l'intérieur – Page 86Christine Ennew and Trevor Watkins 4.1 4.2 Introduction Traditionally, the marketing mix comprises four elements: product, price, promotion and place (the ... This is an introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time. Trouvé à l'intérieurINTRODUCTION. History. The term 'marketing mix' first appeared in the article entitled 'The Concept of the Marketing Mix' (1948) written by theorist Neil H. This book outlines the nature of contemporary marketing, considering how marketers function as an interface between customers and organisations. The book has a wider scope than other sport marketing textbooks, recognising that students are just as likely to have to employ their marketing skills in community sport or the not-for-profit sector as in professional sport, and therefore ... 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