The Marketing Mix Revisited: Towards the 21st Century Marketing
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چکیده
منابع مشابه
The Marketing Mix Revisited : Towards the 21 st Century Marketing
University of Twente The paper assesses the current standing of the 4Ps Marketing Mix framework as the dominant marketing management paradigm and identifies market developments, environmental changes, and trends, as well as changing academic attitudes likely to affect the future of the Mix as theoretical concept and also the favourite management tool of marketing practitioners. It reviews the c...
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ژورنال
عنوان ژورنال: Journal of Marketing Management
سال: 2006
ISSN: 0267-257X,1472-1376
DOI: 10.1362/026725706776861190