People: Although a later entrant to the marketing mix family, the people decision is no less important. Indeed, in service oriented businesses, it may well be the key determinant of success. No strategy is complete unless the people who are in charge of implementing it have the wherewithal to do so. This means investing in sales force training, ensuring a customer relationship management system is in place and building a customer centric culture throughout the organization. Remember also that the marketing mix is a dynamic entity and needs to be reviewed and refined periodically. It always helps to stay in touch with the latest developments and current expert opinion should have what you’re looking for in terms of books and other resources.

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