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The marketing mix theory was developed by the American economist Neil H. Borden. He defines the marketing mix as the "combination of factors used by a business to bring its products or services to market and sell them." The four main components of the marketing mix are product, pricing, distribution and advertising.
The definition of the marketing mix is relatively simple: it is the combination of different marketing tools used to achieve a company's goals. The choice of the right tools depends on the respective goals. In online marketing, the following tools of the marketing mix are used above all:
Using the marketing mix in online marketing is very important to achieve a company's goals. However, there is no perfect recipe for success - the choice of the right tools always depends on the respective goals.
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