...Pedro Arturo Flores-Gómez; Héctor Hugo Pérez-Villarreal Purpose This paper aims to focus on the evolution of nonprofit cultural institutions in Mexico and their relationship with Spain, regarding the four traditional elements of a marketing mix. Specifically, this paper examines marketing...

... and attempt to bring order out of the chaos. In his classic Harvard Business Review (HBR) article of the marketing mix, Borden (1964) credits James Culliton in 1948 with describing the marketing executive as a “decider” and a “mixer of ingredients.” This led Borden, in the early 1950s...

.... It is a paradigm that presents marketing as a phenomenon that reaches far beyond the micro/managerial marketing mix paradigm. Design/methodology/approach Analysis and interpretation of Donald F. Dixon's and colleagues' scholarly work to distill the essence of Dixon's view of marketing, which we refer...