Despite its pedagogical predominance during the last four decades, marketing scholars increasingly doubt the value of the 4Ps schema. As a prelude to a new precursory structural framework for marketing management, criticisms and previously proposed modifications of the 4Ps are reviewed briefly. Next, the basic premise of Hunt’s four explananda of marketing theory–that exchange is the core conce...

Vol. XLIX (February 2012), 1 –14 *Ashwin Aravindakshan is Assistant Professor of Marketing (e-mail: aaravind@ ucdavis.edu), and Prasad A. Naik is Professor of Marketing (e-mail: [email protected]), Graduate School of Management, University of California, Davis. Kay Peters is a postdoctoral student, Center for Interactive Marketing and Media Management, Institute for Marketing, University of Mu...

Ecotourism or sustainable tourism, which is often advocated especially in natural areas for relaxation. The richness of Malaysia has led ecotourism to become one the fast-growing industries within nation. A full understanding practices planning, development and resource management therefore needed ensure sustainability without causing environmental degradation. goal this study discover impacts ...

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...

Creative tourism has been approached from several points of view: products and processes, enabling elements, marketing, sustainability, etc. However, to our best knowledge, there is no integrative model that brings together all its dimensions enables a ‘bird’s eye’ perspective creative destination competitiveness. As such, this article aims present competitiveness for destination. The presents ...

Logistics runs through the entire process of an enterprise’s production and management. Logistics, as an enterprise’s "the third profit source", is an effective management tools for companies to obtain and maintain a competitive advantage, the management of logistics risk of marketing channels is a critical part of the risk management of channels. The paper introduces the logistics risk types, ...

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...

In order to attract more tourists visit a particular place, destination content marketing plays an important role. Tourism research has recently shown interest in marketing; especially when tourism is advertised. Currently, there no scale available measure for promoting destination. The present study two primary objectives. First, investigate the dimension of related context. Second, develop an...