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The 4P Classification of the Marketing Mix Revisited
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The 4P Classification of the Marketing Mix Revisited
The 4P Classification of the Marketing Mix Revisited
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Walter van Waterschoot
Walter van Waterschoot
Christophe van Den Bulte
Christophe van Den Bulte
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1 October 1992
journal article
Published by
SAGE Publications
in
Journal of Marketing
Vol. 56
(4)
,
83
https://doi.org/10.2307/1251988
Abstract
McCarthy's 4P classification of the marketing mix instruments has received wide acceptance in past decades. In recent years, however, increasing criticism h...
Keywords
MARKETING
INSTRUMENTS
MIX
REVISITED
RECEIVED WIDE
4P CLASSIFICATION
MCCARTHY'S 4P
All Articles
Open Access
Cited by 112 articles