1940- . "marketing mix" ( ) , - . 1953 "marketing mix" .
- , . : , , , , , , , , , , , . , .
1960 . , 4л (product, place, price, promotion). , "-" , :
product - , ;
price - , ;
place - , ;
promotion - .
, , . , , , .
, :
, , , / , , , , ;
. , () : , , , ..;
, (). , , , , , .., , ;
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. , , promotion-mix.
:
, , ;
sales promotion, . , , , ;
PR, public relations. . : PR , , , , ;
.
, , , . , , ( ), ( ), , , , -. , , .. .
"-" . , .
л 4л . .
, . , (political power) (public opinion formation). . , , , , , , , , , , . . , , ., ; .
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, (relationship marketing). 7л (participants), (physical evidence) (process). - , , . , . , , , . , ; , .
л, , (presentation), , . , .
, , , . , 7л, personal, process, physical surround ( , .. ).
5л, people, , , . , (people) , , . , , -.
, . , , , .