THE SPECIFICS OF MARKETING MIX STRATEGIES IN TELEVISION

Abstract

The concept of marketing mix was discovered by Neil Borden in 1964 and perfected by McCarthy in 1979. We notice the perspective of authors like Valerie Zeithaml, Mary Jo Bitner, Adrian Payne, Christopher Lovelock, Monique Lejeune and others who have gradually extended the concept. Starting from these aspects, regarding the services in the audiovisual domain, we’ll take into account, on the one hand, the classical components of mix marketing, namely the product, the price, the investment and the promotion, and, on the other hand, concepts from modern theories such as the personnel (and especially celebrities and the anchor of the respective TV station), the viewer and the relation with the audience.Marketing mix, marketing strategies, product policy, television