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The aim of the study is to describe and study the new marketing theories and modern implementation of the traditional and non-traditional marketing to assist in applying the balanced scorecard using the marketing mix and holistic marketing strategy To Implement the business strategy and achieve the organization´s goals and objectives must depend on the balanced scorecards concept to measure the performance through the marketing functions, and the marketing functions and in specific the marketing mix which is the 7Ps are the main and key element in balanced scorecards measurements tools, the research founds that, to implement the balanced scorecards on the future strategy must measure the perspectives with the marketing outcomes, here we found that the marketing mix affect directly the information given to the four balanced scorecards perspectives measurements.

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Elias, Hani
Dr. Hani Elias.Programs and Marketing Director at the Egyptian Council for Training & Development.Doctor of Business Administration (DBA) - the Scandinavian Business School.Temporary Advisor - United Nations, World Health OrganizationCommercial and Marketing experience for more than 13 years.

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