Theories into marketing form an important and fascinating topic. Theoretical discussion on
marketing is especially challenging as it is often difficult to distinguish between marketing …

Marketing is viewed by AMA's new definition as being the management of the marketing mix.
However, the presently popular paradigm of the mix (the Four Ps) may not be adequate to …

The paper assesses the current standing of the 4Ps Marketing Mix framework as the
dominant marketing management paradigm and identifies market developments …

Managing the marketing mix is the central task of marketing professionals. The marketing
mix is the set of marketing tools–often summarized as the 'four Ps': the product, its price …

The main objective of this study is to review the present marketing mix applies particularly to
the marketing. This study provides an idea to the marketers and can be used as tools to …

Addresses the question of how the Marketing Mix framework can be used to analyse the
competitive standing of a business organization and how the outcome of this analysis can …

The marketing mix (MM) is an integral part of a firm's marketing strategy sitting at the nexus
between a company and the marketplace. As such, it evolves together with the marketplace …

McCarthy's 4P classification of the marketing mix instruments has received wide acceptance
in past decades. In recent years, however, increasing criticism has been voiced, among …

McCarthy′ s 4Ps mix has increasingly come under attack with the result that different
marketing mixes have been put forward for different marketing contexts. Contends that the …

Academicians have traditionally acknowledged that industrial and consumer marketing are
different. A fundamental question raised in this paper is whether the importance of these …