...Amy Poh Ai Ling; Mohamad Nasir Saludin; Masao Mukaidono Purpose This paper seeks to take a cautionary stance to the impact of the marketing mix on customer satisfaction, via a case study deriving consensus rankings for benchmarking on selected retail stores in Malaysia. Design/methodology...

... was carried out. The case describes the dilemma that the Marketing Manager, Bentley Collins of Sabre Yachts faced in developing a profitable marketing mix given the firm's competitors, product line, industry and national economic trends and provides an analysis of the situation through structured case...

..., they offer marketers a powerful advantage. The three techniques are described below. © Authors 2007 Return on investment Marketing mix Mathematical modelling Historical analyses can only address the returns on investments already made. With untested ideas or investments, in‐market...