Marketing Lecturer summarises 'The Concept of the Marketing Mix'

This video provides you with a short summary of Neil Borden's seminal paper 'The Concept of the Marketing Mix.' By summarising the Marketing Mix this video draws attention to the issues surrounding the 4Ps of Marketing.

0:00 - Introduction
1:10 - The origin of the Marketing Mix
3:06 - The 12 ingredients
6:02 - A real-world example - Air Jordan
07:11 - An important point to consider for marketing managers
08:49 - The forces that underpin a marketing mix
13:20 - The bigger picture for Borden
14:48 - Three ways for you to use this paper effectively in your assessment
16:16 - Outro