The DOI matches its Crossref record.
The Concept of the Marketing Mix
Abstract
Marketing is still an art, and the marketing manager, as head chef, must creatively marshal all his marketing activities to advance the short and Iong term interests of his firm.
Overview
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Citations
Cited by
From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing
Gronroos, C. (1994) · Asia-Australia Marketing Journal · doi:10.1016/s1320-1646(94)70275-6 · Cited by 2,347
From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing
Grönroos, C. (1994) · Management Decision · doi:10.1108/00251749410054774 · Cited by 1,410
Making Relationship Marketing Operational
Gummesson, E. (1994) · International Journal of Service Industry Management · doi:10.1108/09564239410074349 · Cited by 785
Putting Consumers to Work: `Co-creation` and new marketing govern-mentality
Zwick, D., Bonsu, S. K., & Darmody, A. (2008) · Journal of Consumer Culture · doi:10.1177/1469540508090089 · Cited by 710
Balmer, J. M. T., & Greyser, S. A. (2006) · European Journal of Marketing · doi:10.1108/03090560610669964 · Cited by 592
Metadata
- Authors
- Borden, N. H.
- Venue
- Journal of Advertising Research
- Publisher
- Informa UK Limited
- Published
- 1964-06
- Volume
- 4
- Issue
- 2
- Pages
- 2-7
- ISSN
- 0021-8499 (ISSN-L)
- 1740-1909
- OpenAlex
- W39043517
- Cited by
- 670
- References
- 0
- FWCI
- 0.00
- Type
- journal article
- Language
- en
- Open access
- closed
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
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How to cite
Cite CoChat for the checks on this page, and the paper for its own findings.
- This page
- CoChat. (2026). Citation check: The Concept of the Marketing Mix. https://app.cochat.ai/papers/10.1080/00218499.1964.12519724
- The paper
- Borden, N. H. (1964). The Concept of the Marketing Mix. Journal of Advertising Research. https://doi.org/10.1080/00218499.1964.12519724
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
