haku: @indexterm MARKETING MIX / yhteensä: 205
viite: 9 / 205
| Tekijä: | Constantinides, E. |
| Otsikko: | The marketing mix revisited: towards the 21st century marketing |
| Lehti: | Journal of Marketing Management
2006 : APR, VOL. 22:3 - 4, p. 407 438 |
| Asiasana: | marketing mix consumers RETAILING management |
| Vapaa asiasana: | services |
| Kieli: | eng |
| Tiivistelmä: | The article evaluates the 4Ps Marketing Mix framework and its position as the leading tool and paradigm in the marketing management. Market developments, environmental changes and trends and also academic attitudes that are likely to affect the Marketing Mix are identified and analyzed. Criticism on 4P arising from both the five traditional marketing areas (consumer marketing, relationship marketing, services marketing, retail marketing and industrial marketing) and the emerging area of electronic marketing is presented and discussed. The Marketing Mix models two main limitations as a management tool are identified; they are the lack of personalization and the internal orientation of the model. Various area-specific limitations are also described and the need for further research on this area is highlighted. The frailties noted in the study appear to support the frequently expressed worry, that the conceptual foundations and marketing methodologies are not appropriate for the needs of todays and tomorrows marketer. In the future marketing scholars should pay more attention to the renovation of these areas. |
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