Marketing dictionary


1. one of the four controllable variables (with product, price and place) of the marketing mix. 2. More commonly used today to describe a special offer made to a customer to encourage an immediate sale. Refers to communication which is one of the original controllable variables of the 4Ps (that is, product; price; promotion and place) in the 1960s or of the marketing mix of the '7Ps' (that is, product; price; promotion; place; packaging; positioning; people) in the 1980s.

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