references/theories/marketing-mix.md

# Marketing Mix

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- The decision spans product, price, place, and promotion.

## Mechanism

Coordinate controllable commercial choices.

## Applied marketing use

Check whether the bottleneck is product, price, access, or communication.

## Failure modes

- Treating promotion as the whole of marketing.

## Counterweights

- `marketing-myopia`

## Sources

- `source:kotler-mm`