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

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 …

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 …

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 …

The marketing mix paradigm, in its famous version of the 4Ps, went all the way through the
evolution of marketing theory: from the marketing concept, through relationship marketing, to …

Discusses the nature and sometimes negative consequences of the dominating marketing
paradigm of today, marketing mix management, and furthermore discusses how modern …

Finally. by using the notion of a marketing slrategy continuum. 1I numlx: r of consequences
of a relationship-type marketing strategy for the focus of marketing. pricing. qualily …

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 …