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This has evolved into what is now referred to as a marketing mix which includes the four P’s; price, product, promotion and place. Coordination of the four P’s is vital to retaining and maintaining customer satisfaction.
The marketing mix is used differently in many industries; however, the desired outcome of retaining and maintaining customers is still the same. A Philip Kotler quote at Museum Marketing Tips (2008) stated; “Authentic marketing is not the art of selling what you make but knowing what to make. It is the art of identifying and understanding customer needs and creating solutions that deliver satisfaction to the customers, profits to the producers and benefits for the stakeholders...
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