International Journal of Marketing Studies Vol. 1‚ No. 1 A Review of Marketing Mix: 4Ps or More? Chai Lee Goi Department of Marketing & Management‚ School of Business‚ Curtin University of Technology CDT 250‚ 98009 Miri‚ Sarawak‚ Malaysia Tel: 60-85-443-939 E-mail: goi.chai.lee@curtin.edu.my Abstract The main objective of this study is to review the present marketing mix applies particularly to the marketing. This study provides an idea to the marketers and can be used as tools to assist them
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command to satisfy the target market” (Groucutt‚ Leadly and Forsyth‚ 2004: 17). For Grönroos (1994)‚ the four Ps has become “the universal marketing model or even theory and an almost totally dominating paradigm for most academics”. In recent years‚ the concept of the four Ps has been faced with a lot of criticism due to its oversimplification (Lauterborn‚ 1990; Waterschoot & van der Bulte‚ 1992; Kotler‚ 1984; Gummesson‚ 1997). The purpose of this essay will be to analyse critically the four Ps of
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Brassington & Pettit (2000). “Contemporary Marketing”. Prentice Hall‚ USA. Lovelock‚ C. & Wirtz‚ J. (2007). “Marketing Management”. Prentice Hall‚ USA Google (2011): Via www. Firstcitygroup.com Oxford advance learners’ Dictionary (Sixth Edition). Kotler‚ P. and Armstrong. (1993).” Principle of Marketing” Pearson Education Inc.‚ New Jersey Pickton‚ B. L. & Wirtz‚ J. (2001).” Essentials of Marketing”. Prentice Hall‚ USA
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1. What is service marketing? Service marketing is a form of marketing which focuses on selling services. Services can be tricky to sell and the marketing approach for them is much different than the approach for products. Some companies offer both products and services and must use a mixture of styles; for example‚ a store which sells computers also tends to offer services such as helping people select computers and providing computer repair. Such a store must market both its products and the supporting
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References: 2. Gabbott‚ M. & Hogg‚ G. (1994) Consumer Behavior and Services: Journal of Marketing Management‚ 1994‚ 10‚311-324. 3. Mooij‚ M. (2003). Convergence and divergence in consumer behaviour: implications for global advertising: International Journal of Advertising‚ 22‚ pp 4. Kotler‚ P. Bowen‚ J. & Makens‚ j. (2003). Marketing for hospitality and tourism. 5. Bhattacharya‚ S. & Mitrak‚ S. (2012). Consumer behaviour
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customer. Introduction The evolution on marketing dates back to the Neolithic revolution approximately 12‚000 years ago. A classic definition of marketing is “The human activity directed at satisfying needs and wants through the exchange process”. (Kotler‚ Fitzroy & Shaw‚ 1980‚ p.14). This definition describes the simplistic notion of marketing. Over this period of time marketing has evolved through society‚ technology and adaptive change. The contemporary definition of marketing can be described as
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international hotels. These findings can provide a basis for futurv academic research of related topics as well as a solid reference for business owners and managers in the service sector I. Introduction Several experts (Thomas. 1978; Gronroos. 1990; Kotler. 2000) have consecutively proposed a conceptual framework of service marketing known as the "Service Triangle" to incorporate the concepts of Internal Marketing‚ External Marketing and Interaction Marketing into a more intensive concept‚ in developing
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References: Day‚ George S. 1994. "The Capabilities of Market-Driven Organizations." Journal of Marketing 58 (October): 37-52. _____ and Robin Wensley. 1988. "Assessing Advantage: A Framework for Diagnosing Competitive Superiority." Journal of Marketing 52 (April): 1-20. Academy of
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Richard. (1994). Mastering the mix: Do advertising‚ sales force‚ and promotion activities lead to differentiation? J. Marketing Res. 31 2‚ May 159 172. Coca Cola‚ (2013). Case study retrieved from the given below link (http://www.saylor.org/site/wp-content/uploads/2013/02/BUS208-2.5.6-Globalization-and-The-Coca-Cola-Company-FINAL.pdf). Hackley‚ C. (2005). Advertising and Promotion: Communicating Brands. London‚ Sage. Jones‚ J.P. (1999). The Advertising Business. New York: Sage. Kotler‚ Philip (1997)
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Gobe‚ M. (2010). Emotional Branding‚ Revised Edition: The New Paradigm for Connecting Brands to People. Random House Digital‚ Inc.. Grönroos‚ C. (1994). From Marketing Mix to Relationship Marketing : Towards a Paradigm Shift in Marketing. Management Decision. Keller‚ K. (1993). Conceptualizing‚ Measuring‚ and Managing Customer-Based Brand Equity. Kotler‚ P.‚ Brown‚ L.‚ Adam‚ S.‚ Burton‚ S.‚ & Armstrong‚ G. (2004).Marketing. Pearsons Education Australia. Teece‚ D. J. (1986). Profiting from technological
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