pecially in Europe.
Management that did not appreciate these factors produced higher operating costs and tended to reduce the effectiveness of the business system overall. Analysts state that inefficient marketing arises from inattention to very basic concepts about handling the customer. One area where this is evident is when companies show an improper blending of the elements of the marketing mix the four Ps describing the key factors of tactical marketing, or product, price, placement, and promotion. Companies tended to overemphasize the ability of advertising to "push" the product and to allow internal corporate issues to deflect managers' time, and this left the customer out of the process (Doyle 42).
Marketing is a difficult art to master, and it involves a number of unknowns which can alter the nature of the process itself in some instances:
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