![]() ![]() In the 1990s, the model of 4 Cs was introduced as a more customer-driven replacement of the 4 Ps. Occasionally service marketers will refer to 8 Ps, comprising these 7 Ps plus performance. In services marketing, an extended marketing mix is used, typically comprising 7 Ps, made up of the original 4 Ps extended by process, people and physical evidence. The contemporary marketing mix which has become the dominant framework for marketing management decisions was first published in 1984. Marketing theory emerged in the early twenty-first century. The marketing mix has been defined as the "set of marketing tools that the firm uses to pursue its marketing objectives in the target market". The term " marketing mix" is a foundation model for businesses, historically centered around product, price, place, and promotion (also known as the "4 Ps"). JSTOR ( October 2011) ( Learn how and when to remove this template message).Unsourced material may be challenged and removed. Please help improve this article by adding citations to reliable sources. This article needs additional citations for verification.
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