The Marketing Mix: Time for Reconceptualization
- 1 August 1989
- journal article
- Published by SAGE Publications in Journal of Marketing Education
- Vol. 11 (2), 72-77
- https://doi.org/10.1177/027347538901100212
Abstract
Marketing is viewed by AMA's new definition as being the management of the marketing mix. However, the presently popular paradigm of the mix (the Four Ps) may not be adequate to describe the breadth of marketing applications in the 1990s and beyond. This article proposes, as an alternative, that some terms already used independently be grouped and offered as a new marketing mix conceptualization termed "the Four Cs" (concept, channels, costs, and communication).Keywords
This publication has 9 references indexed in Scilit:
- The Marketing Mix: A Retrospection and EvaluationJournal of Marketing Education, 1988
- POWER MARKETING: ITS PAST, PRESENT, AND FUTUREJournal of Consumer Marketing, 1987
- Strategic Brand Concept-Image ManagementJournal of Marketing, 1986
- When marketing services, 4 Ps are not enoughBusiness Horizons, 1986
- Cost-Benefit Models for Explaining Consumer Choice and Information Seeking BehaviorManagement Science, 1982
- The Value of Information for Selected AppliancesJournal of Marketing Research, 1980
- A New Procedure for Concept EvaluationJournal of Marketing, 1973
- A Generic Concept of MarketingJournal of Marketing, 1972
- Product Differentiation and Market Segmentation as Alternative Marketing StrategiesJournal of Marketing, 1956