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... Marketing Mix Identify and analyse the individual elements of the extended marketing mix: Introduction: Marketing mix is a planned marketing strategic tool which comprises of four basic elements. It is an essential tool, required for proper and effective marketing of any product. (Kotler, 2003) and (Brassington and Pettitt, 2006) have referred it to as ‘4 P’s’ of marketing. In order to meet the needs of other areas of marketing, recently, marketing mix has been transformed into ‘Extended Marketing Mix’ by the addition of newer elements. It now consists of three more elements, in addition to the traditional marketing mix. This has enabled the marketers and businesses to cover all key areas, required...