Dating back to the 1980s, applications of the now well-known marketing mix have seen huge success and several milestones have been achieved. However, as pointed out by Belohlavek (2008), the marketing mix very often targeted marketing efforts on a hypothetical client rather than on a real one. In other words, the marketing mix was the perfect fit in a product-oriented society; today’s market-oriented societies demand a new effort.
This paper aims to evaluate the usefulness of the famed Marketing Mix approach in the rapidly evolving markets of today. Agreeing with the evaluations of Constantinides (2006), it is revealed
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