search query: @author Bulte, C. van den / total: 4
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| Author: | Waterschoot, W. van Bulte, C. van den |
| Title: | The 4P classification of the marketing-mix revisited (Marketing-Mix) |
| Journal: | Journal of Marketing
1992 : OCT, VOL. 56:4, p. 89-93 |
| Index terms: | |
| Language: | eng |
| Abstract: | McCarthy's 4P classification of the marketing-mix instruments has received wide acceptance in past decades. In recent years, however, increasing criticism has been voiced, among other reasons because of its inherent negative definition of sales promotion and its lack of mutual exclusiveness and collective exhaustiveness. The authors evaluate the 4P classification and present an improved classification. |
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