From physical marketing to web marketing

Conference object OPEN
Constantinides, Efthymios;
(2002)
  • Publisher: IEEE
  • Subject: IR-42656 | METIS-202450

Reviews the criticism of the 4P marketing mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular marketing mix 4Ps paradigm, is inadequate in the case of virtual marketing. ... View more
  • References (27)
    27 references, page 1 of 3

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    [14] Rafiq M., Ahmed P.K., 1995. Using the 7Ps as a generic marketing mix , an exploratory survey of UK and European marketing academics, Marketing intelligence and Planning, Vol 13, n 9. MCB University Press

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    [16] Bennet A.R. 1997. The five Vs- a buyer's perspective of the marketing mix. Marketing Intelligence and Planning, Vol 15, nr 3 pp 151 - 156

    [17] Lauterborn, B. 1990. New marketing litany: four Ps passé: C-words take over. Advertising age. 61 (41), October 1990, p26

    [18] Godin S.2001., The New P's of Marketing, sales and Marketing Management, Bill communications, N.Y. February 2001

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