Introduction Marketing has been around almost from the beginning of civilization. In medieval times it was simply the �market� � where people would gather to sell or trade items to others. Back then the regularity of the marketing events was irregular but growing in popularity and regularity. In approximately 1171 there was an appointed market day at the king's market of Roxburgh. There was also a regularly scheduled market day at Cardigan -- a weekly Saturday event in 1227 by Henry III. (Britnell, 1988) Even at this time in human history there was an underlying �Marketing Mix� at work. Place, Product, Price and Promotion are the 4 key factors in the Marketing Mix. Just by showing up in the market to sell their food or crafts they took care of �place�. By yelling to gain the attention of patrons � they �promoted� their wares. �Product� was whatever they were selling � food, leather goods, clothing, etc all usually hand made or home grown. And finally � �price� � usually negotiated at the time of purchase. Today the modern term or Marketing has grown to encompass more t......

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