Model for businesses
"4 Ps" redirects here. For other usages, see
4P
.
The
marketing mix
is the set of controllable elements or
variables
that a company uses to influence and meet the
needs of its target customers
in the most
effective
and
efficient
way possible. These variables are often grouped into four key components, often referred to as the "Four Ps of Marketing."
These four P's are :
- Product: This represents the physical or intangible offering that a company provides to its customers. It includes the design, features, quality, packaging, branding, and any additional services or warranties associated with the product.
- Price: Price refers to the amount of money customers are willing to pay for the product or service. Setting the right price is crucial, as it not only affects the company's profitability but also influences consumer perception and purchasing decisions.
- Place (Distribution): Place involves the strategies and channels used to make the product or service accessible to the target market. It encompasses decisions related to distribution channels, retail locations, online platforms, and logistics.
- Promotion: Promotion encompasses all the activities a company undertakes to communicate the value of its product or service to the target audience. This includes advertising, sales promotions, public relations, social media marketing, and any other methods used to create awareness and generate interest in the offering.
[1]
The
marketing
mix has been defined as the "set of marketing tools that the firm uses to pursue its marketing objectives in the target market".
[2]
Marketing theory emerged in the early twenty-first century. The contemporary marketing mix which has become the dominant framework for marketing management decisions was first published in 1984.
[3]
In services marketing, an extended marketing mix is used, typically comprising
7 Ps
( product, price, promotion, place, people, process, physical evidence), made up of the original 4 Ps extended by process, people and physical evidence.
[4]
Occasionally service marketers will refer to
8 Ps
(product, price, place, promotion, people, positioning, packaging, and performance), comprising these 7 Ps plus performance.
[5]
In the 1990s, the model of
4 Cs
was introduced as a more customer-driven replacement of the 4 Ps.
[6]
There are two theories based on 4 Cs: Lauterborn
[
who?
]
's 4 Cs (
consumer
,
cost
,
convenience
, and
communication
), and Shimizu
[
who?
]
's 4 Cs (
commodity
,
cost
,
channel
, and
communication
).
The correct arrangement of marketing mix by enterprise marketing managers plays an important role in the success of a company's marketing:
[7]
- Develop strengths and avoid weaknesses
- Strengthen the competitiveness and adaptability of enterprises
- Ensure the internal departments of the enterprise work closely together
Emergence and growth
[
edit
]
The origins of the 4 Ps can be traced to the late 1940s.
[8]
[9]
The first known mention of a mix has been attributed to a Professor of Marketing at Harvard University, James Culliton.
[10]
In 1948, Culliton published an article entitled,
The Management of Marketing Costs
[11]
in which Culliton describes marketers as "mixers of ingredients". Years later, Culliton's colleague, Professor Neil Borden, published a retrospective article detailing the early history of the marketing mix in which he claims that he was inspired by Culliton's idea of "mixers", and credits himself with popularising the concept of the "marketing mix".
[12]
According to Borden's account, he used the term, "marketing mix" consistently from the late 1940s. For instance, he is known to have used the term "marketing mix" in his presidential address given to the
American Marketing Association
(AMA) in 1953.
[13]
Marketing mix diagram
Although the idea of marketers as "mixers of ingredients" caught on, marketers could not reach any real consensus about what elements should be included in the mix until the 1960s.
[14]
Early schemas to define mix include:
[15]
- 1961 Albert Frey defined two groups of the offering (product, brand, and price) and the method (advertising, sales promotion, personal selling,
publicity
, distribution channels,
marketing research
, strategy)
- 1962 Lazer and Kelley defined three groups of the goods mix (product, brand, and price), the distribution mix (channels and physical distribution), and the communication mix (advertising and sales).
- 1957 John Howard defined four groups of product, price, channel, and promotion
[15]
[16]
The 4 Ps, in its modern form, was first proposed in 1960 by E. Jerome McCarthy, who presented them within a managerial approach that covered
analysis
,
consumer behavior
,
market research
,
market segmentation
, and
planning
.
[17]
Phillip Kotler
popularised this approach and helped spread the 4 Ps model.
[18]
[2]
McCarthy's 4 Ps have been widely adopted by both marketing academics and practitioners.
[19]
The prospect of extending the marketing mix first took hold at the inaugural AMA conference dedicated to Services Marketing in the early 1980s, and built on earlier theoretical works pointing to many important limitations of the 4 Ps model.
[20]
Taken collectively, the papers presented at that conference indicate that service marketers were thinking about a revision to the general marketing mix based on an understanding that services were fundamentally different from products, and therefore required different tools and strategies. In 1981, Booms and Bitner proposed a model of 7 Ps, comprising the original 4 Ps extended by process, people and physical evidence, as being more applicable for services marketing.
[21]
Since then, there have been a number of different proposals for a service marketing mix (with various numbers of Ps); most notably the 8 Ps, comprising the 7 Ps above, extended by 'performance'.
[5]
McCarthy's 4 Ps
[
edit
]
The original marketing mix, or 4 Ps, as originally proposed by marketer and academic
Philip Kotler
and
E. Jerome McCarthy
, provides a framework for marketing decision-making.
[6]
McCarthy's marketing mix has since become one of the most enduring and widely accepted frameworks in marketing.
[22]
McCarthy's 4 Ps has remained influential in marketing theory and practice, serving as a cornerstone for analyzing and optimizing marketing strategies in various industries.
[23]
Table 1: Brief Outline of 4 Ps
[6]
Category
|
Definition/Explanation/Concept
|
Typical Marketing Decisions
|
Product
|
A product refers to an item that satisfies the consumer's needs or wants.
Products may be tangible (goods) or intangible (services, ideas, or experiences).
|
- Product design ? features, quality
- Product assortment ? product range, product mix, product lines
- Branding
- Packaging and labeling
- Services (complimentary service, after-sales service, service level)
- Guarantees and warranties
- Returns
- Managing products through the
life-cycle
[6]
|
Price
|
Price refers to the amount a customer pays for a product.
Price may also be a consumer's expectation for getting a certain product (e.g. time or effort).
Price is the only variable that has implications for revenue.
Price is the only part of the marketing mix that talks about the value for the firm.
Price also includes considerations of
customer perceived value
.
|
- Price strategy
- Price tactics
- Price-setting
- Allowances ? e.g. rebates for distributors
- Discounts ? for customers
- Payment terms ? credit, payment methods
|
Place
|
Refers to providing customer access
Considers providing convenience for consumers.
|
- Strategies
such as intensive distribution, selective distribution, exclusive distribution
[24]
- Franchising
;
[25]
- Market coverage
- Channel member selection and channel member relationships
- Assortment
- Location decisions
- Inventory
- Transport, warehousing and logistics
|
Promotion
|
Promotion refers to marketing communications
May comprise elements such as:
advertising
,
PR
, direct marketing and
sales promotion
.
|
- Promotional mix - the appropriate balance of advertising, PR, direct marketing, and sales promotion
- Message strategy - what is to be communicated
- Channel/ media strategy - how to reach the target audience
- Message Frequency - how often to communicate
|
The 4Ps have been the cornerstone of the managerial approach to marketing since the 1960s
Product
refers to what the business offers for sale and may include products or services. Product decisions include the "quality, features, benefits, style, design, branding, packaging, services, warranties, guarantees, life cycles, investments and returns".
[26]
Price
refers to decisions surrounding "list pricing, discount pricing, special offer pricing, credit payment or credit terms". Price refers to the total cost to customer to acquire the product, and may involve both monetary and psychological costs such as the time and effort spent in acquisition. Distribution channels are taken into consideration that includes retailer, wholesaler, Business to Business or Business to Customer .
[26]
Place
is defined as the "direct or indirect channels to market, geographical distribution, territorial coverage, retail outlet, market location, catalogues, inventory, logistics, and order fulfillment". Place refers either to the physical location where a business carries out business or the distribution channels used to reach markets. Place may refer to a retail outlet, but increasingly refers to virtual stores such as "a mail order catalogue, a telephone call centre or a website. Example, firms that produce luxury goods like Louis Vuitton employ an intensive placement strategy by making their products available at only a few exclusive retailers. In contrast, lower priced consumer goods like toothpaste and shampoo, typically employ an extensive placement strategy by making their products available to as many different retailers as possible."
[26]
Promotion
refers to "the marketing communication used to make the offer known to potential customers and persuade them to investigate it further".
[26]
Promotion elements include "advertising, public relations, direct selling and sales promotions."
Modified and expanded marketing mix: "Seven P's"
[
edit
]
By the 1980s, a number of theorists were calling for an expanded and modified framework that would be more useful to service marketers. The prospect of expanding or modifying the marketing mix for services was a core discussion topic at the inaugural AMA Conference dedicated to Services Marketing in the early 1980s, and built on earlier theoretical works pointing to many important problems and limitations of the 4 Ps model.
[20]
Taken collectively, the papers presented at that conference indicate that service marketers were thinking about a revision to the general marketing mix based on an understanding that services were fundamentally different from products, and therefore required different tools and strategies. In 1981, Booms and Bitner proposed a model of 7 Ps, comprising the original 4 Ps plus
people, process,
and
physical evidence
, as being more applicable for services marketing.
[21]
[27]
Table 2: Outline of the Expanded Marketing Mix to the Original
Category
|
Definition/ Explanation
|
Typical Marketing Decisions
|
People
|
Human factors who participate in service delivery.
[28]
Service personnel who represent the company's values to customers.
Interactions between customers.
Interactions between employees and customers.
[29]
|
- Staff recruitment and training
- Uniforms
- Scripting
- Queuing systems, managing waits
- Handling complaints, service failures
- Managing social interactions
|
Process
|
The procedures, mechanisms and flow of activities by which service is delivered.
|
- Process design
- Blueprinting (i.e. flowcharting) service processes
[30]
- Standardization vs customization decisions
- Diagnosing fail-points, critical incidents and system failures
- Monitoring and tracking service performance
- Analysis of resource requirements and allocation
- Creation and measurement of key performance indicators (KPIs)
- Alignment with Best Practices
- Preparation of operations manuals
|
Physical evidence
|
The environment in which service occurs.
The space where customers and service personnel interact.
Tangible commodities (e.g. equipment, furniture) that facilitate service performance.
Artifacts that remind customers of a service performance.
[31]
|
- Facilities (e.g. furniture, equipment, access)
- Spatial layout (e.g. functionality, efficiency)
- Signage (e.g. directional signage, symbols, other signage)
- Interior design (e.g. furniture, color schemes)
- Ambient conditions (e.g. noise, air, temperature)
- Design of livery (e.g. stationery, brochures, menus, etc.)
- Artifacts: (e.g. souvenirs, mementos, etc.)
|
People are essential in the marketing of any product or service. Personnel stand for the service. In the professional, financial, or hospitality service industry, people are not producers, but rather the products themselves.
[32]
When people are the product, they impact public perception of an organization as much as any tangible consumer goods. From a marketing management perspective, it is important to ensure that employees represent the company in alignment with broader messaging strategies.
[33]
This is easier to ensure when people feel as though they have been treated fairly and earn wages sufficient to support their daily lives.
Process
refers to a "set of activities that results in delivery of the product benefits". A process could be a sequential order of tasks that an employee undertakes as a part of their job. It can represent sequential steps taken by a number of various employees while attempting to complete a task. Some people are responsible for managing multiple processes at once. For example, a restaurant manager should monitor the performance of employees, ensuring that processes are followed. They are also expected to supervise while customers are promptly greeted, seated, fed, and led out so that the next customer can begin this process.
[33]
Physical evidence refers to the non-human elements of the service encounter, including equipment, furniture and facilities. It may also refer to the more abstract components of the environment in which the service encounter occurs including interior design, colour schemes and layout. Some aspects of physical evidence provide lasting proof that the service has occurred, such as souvenirs, mementos, invoices and other livery of artifacts.
[32]
According to Booms and Bitner's framework, the physical evidence is "the service delivered and any tangible goods that facilitate the performance and communication of the service".
[33]
Physical evidence is important to customers because the tangible goods are evidence that the seller has (or has not) provided what the customer was expecting.
Lauterborn's 4 Cs (1990)
[
edit
]
Robert F. Lauterborn proposed a 4 Cs classification in 1990.
[34]
His classification is a more consumer-orientated version of the 4 Ps
[35]
that attempts to better fit the movement from
mass marketing
to
niche marketing
:
[34]
4 Ps
|
4 Cs
|
Definition
|
|
|
A company will only sell what the consumer
specifically
wants to buy. So, marketers should study consumer wants and needs in order to attract them one by one with something they want to purchase.
[34]
[36]
|
|
|
Price is only a part of the total
cost to satisfy
a want or a need. The total cost will consider for example the
cost of time
in acquiring a good or a service, a
cost of conscience
by consuming that or even a
cost of guilt
"for not treating the kids".
[34]
It reflects the total cost of ownership. Many factors affect cost, including but not limited to the customer's cost to change or implement the new product or service and the customer's cost for not selecting a competitor's product or service.
[37]
|
|
|
In the era of Internet,
[36]
catalogues, credit cards and phones, consumers neither need to go anywhere to satisfy a want or a need nor are they limited to a few places to satisfy them. Marketers should know how the target market prefers to buy, how to be there and be ubiquitous, in order to guarantee
convenience to buy
.
[34]
[38]
With the rise of Internet and hybrid models of purchasing, Place is becoming less relevant. Convenience takes into account the ease of buying the product, finding the product, finding information about the product, and several other factors.
[
citation needed
]
|
|
|
While promotion is "manipulative" and from the seller, communication is "cooperative" and from the buyer
[34]
with the aim to create a dialogue with the potential customers based on their needs and lifestyles.
[38]
It represents a broader focus. Communications can include advertising, public relations, personal selling,
viral advertising
, and any form of communication between the organization and the consumer
[
citation needed
]
.
|
Shimizu's 4 Cs: in the 7Cs Compass Model
[
edit
]
Koichi Shimizu, a professor at Josai University proposed a 4 Cs classification of marketing mix in 1973. Then in 1979, it was expanded to the 7Cs Compass Model.
[39]
The 7Cs Compass Model is a framework of
co-marketing
, which is a marketing strategy where business entities collaborate closely in their marketing efforts. Also the co-creation marketing of a company and consumers are contained in the co-marketing. Co-marketing (or collaborative marketing) is a marketing practice where two companies cooperate with separate distribution channels, sometimes including profit sharing. It is frequently confused with
co-promotion
. Also commensal (symbiotic) marketing is a marketing on which both corporation and a corporation, a corporation and a consumer, country and a country, human and nature coexist.
[40]
[41]
[42]
[43]
[44]
[45]
[46]
The core of
4Cs
is the corporation itself (company and non profit organization) Other elements include
competitors
,
organizations
, and
stakeholders
within the corporation. The company has to think of
compliance
and
accountability
as important. The competition in the areas in which the company competes with other firms in its industry.
The
7Cs Compass Model
extends the
4Cs
classification (
commodity
,
cost
,
communication
,
channel
) with three additional classifications. The
4Cs
model provides a
demand
/
customer
co-creation alternative to the well-known
4Ps
supply side model (
product
,
price
,
promotion
,
place
) of marketing management.
[47]
"P" category (narrow)
|
"C" category (broad)
|
"C" definition
|
|
(C1)
Corporation
|
|
Product
|
(C2)
Commodity
|
(Latin derivation: commodus=both convenient and happy): The keywords not found in other models. Commodity here is different from commoditization. The goods and services created by corporations and consumers together. Product out is useless. It is no good to buy it because we made it.
|
Price
|
(C3)
Cost
|
(Latin derivation: constare= It makes sacrifices together): Producing cost, selling cost, purchasing cost and Costs for society and the global environment.
|
Promotion
|
(C4)
Communication
|
(Latin derivation: communis=sharing of meaning) :
marketing communication
: Better to use communication than promotion. Promotion has the meaning of pushing forward, but communication has the meaning of communicating with each other. Communications can include
advertising
,
sales promotion
,
public relations
,
publicity
,
personal selling
,
corporate identity
,
internal communication
,
IMC
,
MIS
,
SNS
,.
|
Place
|
(C5)
Channel
|
(Latin derivation: canal) :
marketing channels
. Flow of goods.
|
|
(C6) Consumer
|
|
The compass of consumers and circumstances (environment)
are:
- (C6)
Consumer
? (Needle of compass to consumer)
- The factors related to consumers can be explained by the first character of four directions marked on the
compass
model. These can be remembered by the
cardinal directions
, hence the name
compass
model
:
- In addition to the consumer, there are various uncontrollable external environmental factors encircling the companies. Here it can also be explained by the first character of the four directions marked on the
compass
model:
These can also be remembered by the cardinal directions marked on a compass. The
7 Cs Compass Model
is a framework in
co-marketing
(symbiotic marketing).
It has been criticized for being little more than the
4 Ps
with different points of emphasis. In particular, the
7 Cs
inclusion of consumers in the marketing mix is criticized, since they are a
target
of marketing, while the other elements of the marketing mix are
tactics
. The 7 Cs also include numerous strategies for product development, distribution, and pricing, while assuming that consumers want two-way communications with companies.
Digital Marketing Mix
[
edit
]
Digital marketing
mix
is fundamentally the same as
Marketing Mix
, which is an adaptation of
Product
,
Price
,
Place
and
Promotion
into
digital marketing
aspect.
[48]
Digital marketing can be commonly explained as 'Achieving marketing objectives through applying digital technologies'.
[49]
Product
Thanks to the interaction and connection of the Internet,
Product
has been redefined as 'virtual product' in the
digital marketing
aspect, which is regarded as the combination of tangibility and intangibility. Through the form of digital, a product can be directly sent from manufacturers to customers.
[50]
For example, customers could buy music in the form of an MP3 rather than buy it in the form of a physical CD. As a result, when a company is making strategy for
Internet marketing
, it is necessary to understand how to vary their products in the online environment. Here are some indications of adapt the product element on the Internet.
[49]
- Modifying the
core product
: In this case, it particularly refers to the products that can be remodeled into digital forms including movies, music, books and other publishing etc. Take
Netflix
as an example. The wide use of Internet has changed its form of products from selling and renting DVDs through retail stores into selling and renting video online.
- Providing digital products: In order to gain market shares in the Internet, companies need to widen its product range. For example, a psychological counseling could offer online consultation via video calls.
- Building the
whole product
: Apart from selling products online,
Amazon.com
also provides a paid subscription service called
Amazon Prime
, with which customers could enjoy free delivery and videos on Amazon.
- Conducting online research: The Internet offers a low-cost and convenient way of making marketing researches, which is helpful for companies to find out what products or services do customers prefer.
Price
Price
concerns about the pricing policies or pricing models from a company. Due to the wide use of the Internet, many applications could be found in both consumer's and producer's perspective. From consumers' side, the Internet enables people to make a comparison to real-time prices before they make a consumption decision, which is time-saving and effort-saving for the consumers.
[51]
As for the suppliers, they can adjust prices in the real-time and provide higher degree of price transparency with customers. Besides, the Internet is more likely to ease the pressure on price because online-producers do not have to put budget on renting a physical store.
[49]
Hence, making new or adjusting pricing strategies is essential for the company that wants to enter the Internet market.
Pricing strategies and tactics see also:
Pricing
Place
With the application of the Internet,
place
is playing an increasingly important role in promoting consumption since the Internet and the physical channels become virtual.
[48]
The major contribution from the Internet to the business is not only making it possible to selling products online, but also enabling companies to build relationships with customers.
[51]
Furthermore, since the convenience of navigating from one site to another,
place
from the
digital marketing
perspective is always linked with
promotion
, which means retailers often use third-party websites such as Google search engine to guide customers to visit their websites.
[49]
Promotion
Promotion
refers to selecting the target markets, locating and integrating various communication tools in the marketing mix. Unlike the traditional marketing communication tools, tools in
digital marketing
aim at engaging audiences by putting advertisements and content on the social media, including display ads, pay-per-click (PPC), search engine optimisation (SEO), influencers etc.
[49]
When creating online marketing campaigns, Chaffey and Smith suggested that they can be separated into six groups:
[52]
- Search marketing, including
search engine optimisation
(SEO),
pay-per-click
(PPC).
- Online
PR
, encouraging positive comments about one's products or services while reducing negative comments.
- Online partnerships, building relationships between third-party webs to promote products or services.
- Interactive advertising
- Opt-in e-mail advertising
- Social media marketing, starting and participating in customer to customer, customer to company interaction through social media.
The Internet Mix
[
edit
]
The
Internet Mix
, was first proposed by Sidney (Sid) Peimer in a 2004 article in Bizcommunity, where he identified the Internet Mix as consisting of three elements:
[53]
- Sell (trade)
- Tell (inform)
- Dwell (entertain)
See also
[
edit
]
References
[
edit
]
- ^
McCarthy, Jerome E. (1964).
Basic Marketing. A Managerial Approach
. Homewood, IL: Irwin.
- ^
a
b
Kotler, P., Marketing Management, (Millennium Edition), Custom Edition for University of Phoenix, Prentice Hall, 2001, p. 9.
- ^
Gronroos, Christian. "From marketing mix to relationship marketing: Towards a paradigm shift in marketing." Management decision 32.2 (1994): 4-20.
- ^
Booms, Bernard H.; Bitner, Mary Jo (1981). "Marketing Strategies and Organization Structures for Service Firms".
Marketing of Services. American Marketing Association
: 47?51.
- ^
a
b
Kotler, Philip (2012).
Marketing Management
. Pearson Education. p. 25.
- ^
a
b
c
d
Needham, Dave (1996).
Business for Higher Awards
. Oxford, England: Heinemann.
- ^
Mintz, Ofer; Currim, Imran (2013). "What Drives Managerial Use of Marketing and Financial Metrics and Does Metric Use Affect Performance of Marketing-Mix Activities?".
Journal of Marketing
.
77
(2): 17.
doi
:
10.1509/jm.11.0463
.
S2CID
168019396
.
- ^
Groucutt, Jon; Leadley, Peter; Forsyth, Patrick (2004).
Marketing: Essential Principles, New Realities
. Kogan Page Publishers.
ISBN
978-0-7494-4114-2
.
- ^
Hunt, S.F. and Goolsby, J., "The Rise and Fall of the Functional Approach to Marketing: A Paradigm Displacement Perspective", (originally published in 1988), reprinted in:
Review of Marketing Research: Special Issue - Marketing Legends
, Vol. 1, Naresh K. Malhotra, (ed), Bingley, UK, Emerald, 2011
- ^
Banting, P.M.; Ross, R.E. (1973). "The marketing mix: A Canadian perspective".
Journal of the Academy of Marketing Science
.
1
(1): 1973.
doi
:
10.1007/BF02729310
.
S2CID
189884279
.
- ^
Culliton, J.
The Management of Marketing Costs
, [Research Bulletin] Harvard University, 1948).
- ^
Borden, N.H., "The Concept of the Marketing Mix",
Journal of Advertising Research
, 1964, pp 2-7 and reprinted in: Baker, M.J. (ed),
Marketing: Critical Perspectives on Business and Management
, Vol. 5, Routledge, 2001, pp 3-4 and available online at Google Books
- ^
Dominici, G. (2009).
"From Marketing Mix to E-Marketing Mix: A Literature Review"
(PDF)
.
International Journal of Business and Management
.
9
(4): 17?24. Archived from
the original
(PDF)
on Jan 11, 2017.
- ^
W. Waterschoo; C. van den Bulte (1992). "The 4P Classification of the Marketing Mix Revisited".
Journal of Marketing
.
56
(4): 83?93.
doi
:
10.1177/002224299205600407
.
JSTOR
1251988
.
S2CID
220607519
.
- ^
a
b
Waterworth, Derek (1987), Waterworth, Derek (ed.),
"Determination of a Marketing Mix"
,
Marketing for the Small Business
, Macmillan Small Business Series, London: Macmillan Education UK, pp. 132?156,
doi
:
10.1007/978-1-349-18881-9_7
,
ISBN
978-1-349-18881-9
, retrieved
2024-03-05
- ^
Howard, John A. (1963).
Marketing Management
. p. 296.
- ^
McCarthy, E.J.,
Basic Marketing: A Managerial Approach
Irwin, Homewood, Ill., 1960
- ^
Keelson, Solomon A. (2012).
"The evolution of the marketing concepts: theoretically different roads leading to practically same destination"
(PDF)
.
Global Conference on Business and Finance Proceedings
.
7
(1): 173?183.
ISSN
1941-9589
.
- ^
Constantinides, ., "The Marketing Mix Revisited: Towards the 21st Century Marketing",
Journal of Marketing Management
, vol. 22, 2006, pp. 407-438. Online:
http://intranet.fucape.br/uploads/MATERIAIS_AULAS/25112-8.pdf
Archived
2017-01-11 at the
Wayback Machine
- ^
a
b
Fisk, Raymond P.; Brown, Stephen W.; Bitner, Mary Jo (1993).
"Tracking the evolution of the services marketing literature"
.
Journal of Retailing
.
69
(1): 61?103.
doi
:
10.1016/S0022-4359(05)80004-1
.
Archived
from the original on 2022-12-22
. Retrieved
2024-01-23
.
- ^
a
b
Booms, B. and Bitner, M. J. "Marketing Strategies and Organizational Structures for Service Firms" in James H. Donnelly and William R. George, (eds),
Marketing of Services
, Chicago: American Marketing Association, 47-51.
- ^
Bitner, M.J., "The Evolution of the Services Marketing Mix and its Relationship to Service Quality", in
Service Quality: Multidisciplinary and Multinational Perspectives,
Brown, S.W., Gummeson, E., Edvardson, B. and Gustavsson, B. (eds), Lexington, Canada, 1991, pp. 23-37.
- ^
"The Evaluation of Marketing Mix Elements: A Case Study"
.
International Journal of Social Sciences & Educational Studies
.
4
(4). 2018.
doi
:
10.23918/ijsses.v4i4p100
.
- ^
Wright, R.,
Marketing: Origins, Concepts, Environment,
Holborn, London, Thomson Learning, 1999, pp. 250-251.
- ^
Hartley, K. and Rudelius, W.,
Marketing, The Core,
4th Ed., McGraw-Hill, 2001.
- ^
a
b
c
d
Blythe, Jim (2009).
Key Concepts in Marketing
. Los Angeles: SAGE Publications Ltd.
- ^
Ivy, Jonathan (2008-05-16). "A new higher education marketing mix: the 7Ps for MBA marketing".
International Journal of Educational Management
.
22
(4): 288?299.
doi
:
10.1108/09513540810875635
.
ISSN
0951-354X
.
- ^
Hoffman, D., Bateson, J.E.G., Elliot, G. and Birch, S., Services Marketing: Concepts, Strategies and Cases, (Asia-Pacific ed.), Cengage, 2010, pp. 226-274.
- ^
Zeithaml, V. Bitner, M.J. and Gremler, D.D.,
Services Marketing: Integrating Customer Focus Across the Firm
, (6th ed), New York: McGraw-Hill, 2013.
- ^
Shostack, G. L.. "Designing Services that Deliver",
Harvard Business Review
, vol. 62, no. 1, 1984, pp. 133?139.
- ^
Bitner, M.J., "Servicescapes: The Impact of Physical Surroundings on Customers and Employees, Journal of Marketing, vol. 60, no. 2, 1992, pp. 56-71.
- ^
a
b
McLean, R. (October 19, 2002). The 4 C's versus the 4 P's of Marketing, Custom Fit Online. Retrieved from
http://www.customfitonline.com/news/2012/10/19/4-cs-versus-the-4-ps-of-marketing
Archived
2013-10-23 at the
Wayback Machine
- ^
a
b
c
Rafiq, Mohammed (March 31, 2016). "Using the 7Ps as a generic marketing mix: an exploratory survey of UK and European marketing academics".
Marketing Intelligence & Planning
.
13
(9): 4.
doi
:
10.1108/02634509510097793
.
- ^
a
b
c
d
e
f
Lauterborn, B (1990). "New Marketing Litany: Four Ps Passe: C-Words Take Over".
Advertising Age
.
61
(41): 26.
- ^
Kotler, P. and Keller, K. (2006), Marketing and Management, Pearson Prentice Hall,
Upper Saddle River, NJ, USA
- ^
a
b
McLean, R. (October 19, 2002). The 4 C's versus the 4 P's of marketing.
Custom Fit Online.
Retrieved from
http://www.customfitonline.com/news/2012/10/19/4-cs-versus-the-4-ps-of-marketing/
Archived
2013-10-23 at the
Wayback Machine
- ^
Marketing
Archived
2015-06-22 at the
Wayback Machine
, Marketing.
- ^
a
b
Schultz, Don E; Tannenbaum, Stanley I; Lauterborn, Robert F (1993),
Integrated marketing communications
, NTC Business Books,
ISBN
978-0-8442-3363-5
- ^
Jessup, John; Jessup, Joel (2022-03-01).
A Degree in a Book: Marketing: Everything You Need to Know to Master the Subject - in One Book!
. Arcturus Publishing Limited.
ISBN
9781398815056
.
{{
cite book
}}
: CS1 maint: date and year (
link
)
- ^
Shimizu, Koichi(1981) "Positioning of advertising, CI, etc. in Co-marketing,”Bulletin of Nikkei Advertising Research Institute, September 1981, No.80,pp.16-23. in Tokyo.
- ^
Shimizu, Koichi(1989) "Advertising Theory and Strategies", (Japanese) first edition, Souseisha Book Company in Tokyo. (
ISBN
4-7944-2030-7
) pp. 63-102.
- ^
Shimizu, Koichi (2019) "Advertising Theory and Strategies",(Japanese) 19th edition, Souseisha Book Company in Tokyo. (
ISBN
978-4-7944-2435-8
) pp. 63-102.
- ^
Shimizu, Koichi (2016)"Co-marketing (Symbiotic Marketing) Strategis", (Japanese) 5th edition, Souseisha Book Company in Tokyo. (
ISBN
978-4-7944-2482-2
) pp. 25-62.
- ^
Shimizu, Koichi (2022)"7Cs Compass Model of Co-marketing in the Sustainable era", (Japanese), Gogensha Book Company in Tokyo. (
ISBN
978-4-86434-156-1
)
- ^
Solis, Brian (2011) Engage!: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web, John Wiley & Sons, Inc. pp. 201?202.
- ^
French, Jeff and Ross Gordon (2015)"Strategic Social Marketing", SAGE Publications Inc., p. 90.
- ^
McCarthy, Jerome E. (1975)
Basic Marketing: A Managerial Approach
, fifth edition, Richard D. Irwin, Inc., p. 37.
- ^
a
b
Dominici, G (2009). "From Marketing Mix to E-Marketing Mix: A Literature Review".
International Journal of Business and Management
.
8
.
- ^
a
b
c
d
e
Chaffey, Dave; Ellis-Chadwick, Fiona (2012).
Digital marketing: strategy, implementation of and practice
(5th ed.). Harlow: Pearson Education.
- ^
Pastore, A; Vernuccio, M (2004).
Marketing, Innovazione e Tecnologie Digitali. Una lettura in ottica sistemica
. Padua(IT): Cedam.
- ^
a
b
Bhatt, Ganesh D; Emdad, Ali F (2001). "An analysis of the virtual value chain in electronic commerce".
Logistics Information Management
.
14
(1/2): 78?85.
doi
:
10.1108/09576050110362465
.
- ^
Chaffey, D; Smith, P.R (2008).
Emarketing Excellence, Planning and optimising your digital marketing
(3rd ed.). Oxford: Butterworth-Heinemann.
- ^
Peimer, Sidney (5 Feb 2004).
"Rules of the road when taking your business for a spin on the infobahn"
.
www.bizcommunity.com
.
Archived
from the original on 20 June 2023
. Retrieved
3 July
2022
.
Further reading
[
edit
]
External links
[
edit
]
|
Wikibooks has a book on the topic of:
Marketing
|