Marketing mix is at the heart of marketing strategy. The components of marketing mix are – Product, Price, Place and Promotion (collectively called as 4Ps). A firm manages marketing mix to achieve its marketing goals as well as organizational goals. Effective management of four components of marketing mix gives a firm competitive advantage. Amazon.com is a service organization which is ranked 78 in Fortune Global-500 list. Company is market leader in e-commerce business. This paper discusses how Amazon.com has implemented 4Ps of marketing mix.

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Marketing mix is at the heart of marketing strategy. The components of marketing mix are – Product, Price, Place and Promotion (collectively called as 4Ps). A firm manages marketing mix to achieve its marketing goals as well as organizational goals. Effective management of four components of marketing mix gives a firm competitive advantage. Amazon.com is a service organization which is ranked 78 in Fortune Global-500 list. Company is market leader in e-commerce business. This paper discusses how Amazon.com has implemented 4Ps of marketing mix.