The Marketing Mix Revisited: Towards the 21st Century Marketing
DOI:
https://doi.org/10.31150/ajebm.v7i6.2809Keywords:
Marketing MixAbstract
The report evaluates the present position of the 4Ps Marketing Mix framework as the prevailing marketing management paradigm and analyzes market trends.
The future of the Mix as a theoretical idea and a favoured management tool of marketing practitioners is likely to be influenced by innovations, environmental changes, trends, and shifting academic opinions. The text examines the critique of the 4P's that arises from five established marketing domains - Consumer Marketing, Relationship Marketing, Services Marketing, Retail Marketing, and Industrial Marketing - as well as the new field of Electronic Marketing.
Downloads
References
Ailawadi, K.L., Lehmann, D.R. and Neslin, S.A. (2001), “Market Response to a Major Policy Change in the Marketing Mix: Learning from Procter & Gamble’s Value Pricing Strategy”. Journal of Marketing, Vol. 65 Issue 1, p44.
Aldridge, A., Forcht, K. and Pierson, J. (1997), “Get linked or get lost: Marketing strategy for the Internet.” Internet Research: Electronic Networking Applications and Policy, Vol. 7, nr 3. Pp.161-169.
Alexander, R.S., Cross, J.S., Cunningham, R.M. (1961), Industrial Marketing, re.ed. , Homewood Ill: Richard D, Irwin, Inc.
Alexander, N. and Colgate, M. (2000), “Retail financial services: transaction to relationship marketing”, International Journal of Operations & Production Management, Vol. 34, nr 8, pp 938-953.
Allen, E. and Fjermestad, J. (2001), “E-commerce marketing strategies: an integrated framework and case analysis”, Logistics Information Management, Vol. 14 Number 1/2 2001 pp. 14-23.
Alsem, K.J., Hoekstra, J.C. and van der Heide ,B. (1996), “Marketing Orientation and Strategies in the Netherlands”, SOM research report 96B02, Faculty of Economics, University of Groningen..
Andersen, J.C. and Narus J.A. (1999), Business Market Management, Understanding, Creating and Delivering Value, Prentice Hall, New Jersey.
Beckwith, H. (2001), The Invisible Touch – the Four Keys of Modern Marketing, Texere Publishing. Bennet, P.D. (1995), Dictionary of Marketing Terms, Chicago: American Marketing Association.
Abdumalikovna, N. D. (2024, June). Unveiling the Mechanisms of Sustainable Economic Development in a Market Economy. In International Conference of Economics, Finance and Accounting Studies (Vol. 6, pp. 66-70).
Marjona, T., & Diyora, N. (2024). Implementing Sustainable Tourism Practices in Uzbekistan's Ecotourism Sites: A Study by Local Ecotourism Providers. International Journal of Sharia Economics and Financial Literacy , 1 (2), 73-79.
Marjona, T., & Diyora, N. (2024). Implementing Sustainable Tourism Practices in Uzbekistan's Ecotourism Sites: A Study by Local Ecotourism Providers. International Journal of Sharia Economics and Financial Literacy , 1 (2), 73-79.
Jamankulova, E. F., Ismailova, Z. A., & Nizomov, M. Q. (2021). The Notion Of Information And Its Significance In The State Economy. Economy and Society , (8 (87)), 26-29.
Begmuxammad, D. (2023). MAIN FACTORS OF PRODUCTION, METHODS OF ATTACHMENT AND ECONOMIC GROWTH. Pedagogy, 2(2), 20-23.
