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6.0 Evaluation of findings

While academically Borden’s (1964) twelve point framework is undoubtedly the foundation upon which the marketing mix theories were built [as explored in section 1.1 – 4.0] it is also academically the most extensive of the traditional marketing mix models that came about in the 1960s and the hybrids of those models that followed. The twelve point framework contains all of the areas that are contained within the four P’s, seven P’s and two of the five P variations and definite academic links can be made to prove this.