From Marketing Mix to e-Marketing Mix: a literature overview and classification

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The marketing mix paradigm, in its famous version of the 4 Ps, went all the way through the evolution of marketingtheory being object of discussion both in academic literature and managerial practice. Though it’s a fact that the 4 Psmarketing mix is a milestone of marketing theory, it is also true that the evolution of business contexts has created theneed to review the “controllable factors” which form the marketing mix. The digital business represents the more recentof the business contexts and the one with the greater need for a differentiation of the mix. Throughout this evolutionaryprocess, researchers have always been divided between the “conservatives”, who think the 4 Ps paradigm is able toadapt to the environmental changes by including new elements inside each “P”, and the “revisionists”, who affirm thatthe 4 Ps paradigm is obsolete and propose new paradigms. This paper aims to clarify these two different approaches tomarketing mix evolution through a review of the main literature regarding e-marketing mix, focusing on thedevelopment of marketing mix theory for the digital context.
Lingua originaleEnglish
pagine (da-a)17-24
Numero di pagine7
Stato di pubblicazionePublished - 2009


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