Business, Management and Accounting
8 years ago

New marketing mix theories revolutionize traditional 4P approach.

Journal of Zhejiang Shuren University
Overall Marketing Mix:Integration and Customization of Marketing Mix
Jiang Hong

Paper Summary

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The article discusses different marketing mix theories like 4P, 6P, 7P, and others. These theories aim to improve the traditional 4P theory. However, they are not very practical in real-world situations. To make marketing strategies more effective, the paper introduces the concept of an overall marketing mix. This new approach combines different marketing mixes to enhance their effectiveness and provide a practical way to improve marketing strategies.