Abstract
This paper explores the concept of Marketing Mix as it applies to the effective selling of used textbooks. This product has been chosen because of its wasted earning potential for students who need to adapt to the rising cost of education. The Four Ps of Marketing – Product, Price, Place, and Promotion – are discussed in this paper as the application of each marketing component is vital to success in the sale of used school books. Like the four legs of a table, the four Ps complement each other and as such, weakness in one component can cause a collapse of ...
