Since the economic reform in Vietnam in 1986 provided more artistic and financial autonomy, the arts community has had more opportunity to develop. It has hence become necessary for arts leaders to obtain management and marketing skills to adapt to the new competitive environment. This necessity became vital when the Vietnamese government sought to tackle the problem of inadequate state funding...

The marketing mix refers to variables that a marketing manager can control to influence a brand’s sales or market share. Traditionally, these variables are summarized as the four Ps of marketing: product, price, promotion, and place (i.e., distribution; McCarthy, 1996). Product refers to aspects such as the firm’s portfolio of products, the newness of those products, their differentiation from ...

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...

Background:Social marketing emphasizes the use of commercial marketing concepts and their application for social purposes and also the change of voluntary behavior in a non-profit manner. The main purpose of this study is to examine the effectiveness of social marketing on changing the physical activity of the elderly. Second, this study seeks to determine the extent to which Andreasonchr('39')...

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 present study aimed to investigate the impact of green marketing mix on sport wear consumer shopping behavior. Population for the study was professional athletes, Semi-Pro and Club consumers sport wear that due to extensive of operations community according to the Morgan table 386 people was conclude as the sample. Research tool was a sport green marketing questionnaire whit four items that...