 
According to William Stanton, “Marketing mix is the term that is used to describe the combination of the four inputs that constitute the core of a company’s marketing system: the product, the price structure, the promotion activities and the distribution system.
FEATURES OF MARKETING MIX
1. Combination of variables
2. Dynamic concept
3. All variables equally important
4. Applies to business as well as non-businesses
5. Fulfilling objectives
6. Co-related
7. Customer oriented concept
8. Proper integration of marketing mix variables requires special abilities
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