Vanishing Point: The Mix Management Paradigm Re-Viewed
Authors: O'Malley, Lisa; Patterson, Maurice
Source: Journal of Marketing Management, Volume 14, Number 8, November 1998 , pp. 829-851(23)
Abstract:It's mid afternoon and the sun is blazing a trail across the blue sky. You've got the sweet aroma of tar in your nostrils and a sudden hunger to take to the road. Don your shades and sit in your car. Wind the top down, start your engine and come with us on a journey. Our travels will take us past some pretty familiar territory. In particular, we'll pay a visit to that most popular of tourist attractions, the mix management paradigm. But don't worry - you'll also get the chance to go off-road.
Document Type: Research Article
Publication date: November 1, 1998