This handbook features an innovative board game – “Marketing Mix” – proven especially effective with illiterate groups as well as literate ones. Designed for women with existing businesses, the game introduces the four key aspects of marketing: product, distribution, promotion, and price. After playing “Marketing Mix,” participants examine marketing methods in their own businesses and identify concrete ways to improve their practices and increase sales. The game has been printed on highly durable oil-based paper for repeated use. (Author abstract)
