Marketing mix is a word that I heard for over a decade while I worked in the television advertising world. I even heard it when I became the Director of Media and Client Services at an internet start-up that was a lead generation organization. I was charged with finding the right marketing mix for our clients. Somedays that meant that we spent a lot of money on the name 'brands' and others it meant padding the plan with the lesser known but more niche oriented selections. It was a balancing act that required a deft touch, attention to detail and the ability to negotiate and re-negotiate so that your client got what they paid for, your company turned a profit and the vendor walked away feeling like they won the negotiation. Some days you won, some days you lost but in the end your marketing mix was what mattered most.
What is a marketing mix?