Measuring The Theoretical Paradigm Shift From Marketing Mix To Relational Marketing

From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing

From Physical Marketing to Web Marketing: The Web-Marketing Mix

Reviews the criticism on the 4P Marketing Mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular Marketing Mix 4Ps paradigm, is inadequate in the case of virtual marketing. Identifies two main limitations of the Marketing Mix when applied in online environments namely the role of the Ps in a virtual...

The Marketing Mix Matrix

In 2005, Chekitan Dev and Don Schultz introduced the customer focused marketing mix (SIVA) in Marketing Management. SIVA was presented as an alternative approach to McCarthy’s classic business orientated marketing mix popularly known as the 4Ps. SIVA and 4Ps are presented here as a complementary mechanisms to shape marketing practice through considering the needs of the customer within the cons...

Measuring Marketing-Mix Effects in the Video-Game Console Market

We investigate the short and long run effects of prices and software availability on the category-level diffusion of 32/64 bit video-game consoles in the US. We adopt an estimation framework that allows for a flexible intrinsic growth pattern for the hardware consoles, and uses instrumental variables to control for the potential endogeneity of prices. We find significant long-term effects of pr...

The Marketing Mix Revisited : Towards the 21 st Century Marketing

University of Twente The paper assesses the current standing of the 4Ps Marketing Mix framework as the dominant marketing management paradigm and identifies market developments, environmental changes, and trends, as well as changing academic attitudes likely to affect the future of the Mix as theoretical concept and also the favourite management tool of marketing practitioners. It reviews the c...