search query: @indexterm Marketing mix / total: 205
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| Author: | Möller, K. |
| Title: | Comment on: the marketing mix revisited: towards the 21st century marketing by E. Constantinides |
| Journal: | Journal of Marketing Management
2006 : APR, 22:3-4, p. 407 - 438 |
| Index terms: | marketing mix management RETAILING consumers |
| Freeterms: | 4Ps services |
| Language: | eng |
| Abstract: | The author assesses the Constantinides' article and his arguments about Marketing Mix model's need for renovation. The author discusses about the ways in which the Marketing Mix model could be interpreted and presents different approaches for this. Relationships and emarketing are highlighted in the article. The author concludes with reflections about the current theoretical foundations of marketing. |
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