Research Insight 1.1

Throughout the textbook reference is made to seminal academic papers (as part of the Research Insights features) that can assist you in the further development of your understanding of a particular concept or theory that has been introduced. Organized by chapter, this resource provides links to these seminal papers.

Please note that your institution will require a subscription to the relevant journal for you to access the full text of the articles. If you are unsure how to do this, please contact your university librarian. Often professional bodies, such as the Chartered Institute of Marketing, also offer access to journals via their library services. Alternatively, you can purchase the articles directly from the source website.

Source: Borden, N. H. (1964), ‘The concept of the marketing mix’, Journal of Advertising Research, 4, 2–7.

Insight: This easy-to-read early article explains how marketing managers act as ‘mixers of ingredients’ when developing marketing programmes. The marketing mix, popularized as the 4Ps, remains popular today, although the advent of relationship marketing challenged the impersonal notion of marketers as manipulators of marketing policies, and focused more on the need to develop long-term interpersonal relationships with customers.

Abstract:
The abstract for this article can be accessed at the following link: http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=6630137&site=ehost-live
(requires institutional access via EBSCO)

URL: http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=6630137&site=ehost-live(requires institutional access via EBSCO)