Businesses exist to provide access to products and services for people and other businesses, but their entire spiel depends on people. Entrepreneurs are people, their staff are people and the purchasing decisions are made by people.
It is remiss, therefore, to only consider businesses’ value as the product or service they offer, their prices and their placement; despite it being imbued on business students that product, price, placement and promotion are the most important considerations for a marketing mix.
