The Marketing Mix Revisited: Towards the 21st Century Marketing

Article English OPEN
Constantinides, Efthymios;
(2006)
  • Subject: IR-57834 | METIS-231795

The paper assesses the current standing of the 4Ps Marketing Mix framework as the dominant marketing management paradigm and identifies market developments, environmental changes, and trends, as well as changing academic attitudes likely to affect the future of the Mix ... View more
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