The article reviews the topic of the marketing mix and its relevance in the 21st century. It discusses how the 4Ps model has traditionally been used as the dominant marketing management paradigm by practitioners. However, the study aims to assess whether the marketing mix still effectively addresses today's business needs in light of changing market trends and environments. The results and discussion note a lack of empirical evidence on how the marketing mix impacts success, and support a shift towards new concepts that better address modern marketing realities. The conclusions recommend marketing scholars focus on developing new conceptual foundations and methodologies to meet the current needs of practitioners.
The article reviews the topic of the marketing mix and its relevance in the 21st century. It discusses how the 4Ps model has traditionally been used as the dominant marketing management paradigm by practitioners. However, the study aims to assess whether the marketing mix still effectively addresses today's business needs in light of changing market trends and environments. The results and discussion note a lack of empirical evidence on how the marketing mix impacts success, and support a shift towards new concepts that better address modern marketing realities. The conclusions recommend marketing scholars focus on developing new conceptual foundations and methodologies to meet the current needs of practitioners.
The article reviews the topic of the marketing mix and its relevance in the 21st century. It discusses how the 4Ps model has traditionally been used as the dominant marketing management paradigm by practitioners. However, the study aims to assess whether the marketing mix still effectively addresses today's business needs in light of changing market trends and environments. The results and discussion note a lack of empirical evidence on how the marketing mix impacts success, and support a shift towards new concepts that better address modern marketing realities. The conclusions recommend marketing scholars focus on developing new conceptual foundations and methodologies to meet the current needs of practitioners.
The article reviews the topic of the marketing mix and its relevance in the 21st century. It discusses how the 4Ps model has traditionally been used as the dominant marketing management paradigm by practitioners. However, the study aims to assess whether the marketing mix still effectively addresses today's business needs in light of changing market trends and environments. The results and discussion note a lack of empirical evidence on how the marketing mix impacts success, and support a shift towards new concepts that better address modern marketing realities. The conclusions recommend marketing scholars focus on developing new conceptual foundations and methodologies to meet the current needs of practitioners.
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Article Review
What is the topic/title of the given article?
The Marketing Mix Revisited: Towards the 21st Century Marketing What is the background of the study setting/rationale/motive/justification of the study? The majority of marketing practitioners consider the Mix as the toolkit of transaction marketing and archetype for operational marketing planning (Grönroos 1994). While empirical evidence on the exact role and contribution of the Mix to the success of commercial organizations is very limited, several studies confirm that the 4Ps Mix is indeed the trusted conceptual platform of practitioners dealing with tactical/operational marketing issues (Sriram and Sapienza 1991; Romano and Ratnatunga 1995; Coviello et al. 2000). What problem stated by the author/s and what is the research gap the author/s is/are expected to fulfill through the study? 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 as theoretical concept and also the favorite management tool of marketing practitioners. What are the main/general and specific objectives of the study? The objective of the study is to present a realistic picture on the current standing of an old and ongoing debate about the merits of the 4P Marketing Mix as a present and future marketing management conceptual platform. The paper highlights academic approaches and underlines the need for further research rather on the issue. What is the significance of the study? The weaknesses identified in the study seem to support the frequently expressed suggestion that marketing scholars should focus their efforts in formulating the conceptual foundations and marketing methodologies that better address the needs of today’s and tomorrow’s marketer. What is the scope and limitation of the study? The marketing domains chosen. The review of the literature originating from six marketing sub- disciplines does not imply that the Mix is irrelevant for other marketing areas.
Does the literature review relevant to the study? (Discussion on views
reflected in the literature) Yes, by implies these views “it relevant to the study External and uncontrollable environmental factors are very important elements of the marketing strategy Programs, Kotler 1984.’’ ‘’No strategic elements are to be found in the marketing mix. The marketing strategy is defined by three factors, Ohmae 1982.’’
How methodology that is used in the study?
The expanded theoretical scope of the marketing theory reflects the scholarly urge to better understand the managerial consequences of transformations taking place and identify sources of superior firm performance in constantly evolving competitive environments. The debate has been focused on developments of consumer and organisational behaviour, the increasing complexity of the environment and the growing importance of technology as marketing enabler. (Kaufman 1995; Brown and Eisenhardt 1998; Beinhocker and Kaplan 2002).
Do the results and discussion within the context of the stated objectives? Yes, because the objective of the study is to present a realistic picture on ongoing debate about the merits of the 4P Marketing Mix as a present and future marketing management conceptual platform. So, in result and discussion they present. ‘’The ongoing debate surrounding the Marketing Mix as a marketing management tool has been primarily fought on theoretical rather than empirical level. This due to lack of reliable research data on the way the Mix is used by practitioners dealing with marketing problems as well as lack of data about the exact effects of the Ps on the success or failure of marketing programs.’’ The findings of study support the frequently expressed opinion that marketing management and teaching is ripe for a paradigm shift, at least within the reviewed marketing domains. New concepts proposed should adequately deal with the new realities of marketing the old Mix was never meant to address. How well are conclusions of the article aligned with the results and discussion of the study? The conclusion of the article aligned with the results and discussion by merging the result and conclusion which is clear for the reader. How well are recommendations associated with the conclusions and findings of the study? Yes, the recommendations are associated with the conclusion and finding of the study. Does referencing style follow a standard format? Yes, the reference style follows the standard format they put the reference with the alphabetic order which standard format.
