The Marketing Mix Revisited: Towards the 21st Century Marketing

The report evaluates the present position of the 4Ps Marketing Mix framework as the prevailing marketing management paradigm and analyzes market trends.
The future of the Mix as a theoretical idea and a favoured management tool of marketing practitioners is likely to be influenced by innovations, environmental changes, trends, and shifting academic opinions. The text examines the critique of the 4P's that arises from five established marketing domains - Consumer Marketing, Relationship Marketing, Services Marketing, Retail Marketing, and Industrial Marketing - as well as the new field of Electronic Marketing.