We found a match
Your institution may have rights to this item. Sign in to continue.
- Title
The 4P classification of the marketing mix revisited.
- Authors
Waterschoot, Walter van; Van Den Bulte, Christophe
- Abstract
McCarthy's 4P classification of the marketing mix instruments has received wide acceptance in past decades. In recent years, however, increasing criticism has been voiced, among other reasons because of its inherent negative definition of sales promotion and its lack of mutual exclusiveness and collective exhaustiveness. The authors evaluate the 4P classification against the criteria proposed by Hunt and present an improved classification.
- Subjects
MARKETING mix; MARKETING strategy; MARKETING planning; MARKETING; SALES promotion; PRICING; COMMERCIAL products; MARKET positioning; MARKETING research; MCCARTHY, Jerome E.; HUNT, Shelby D.
- Publication
Journal of Marketing, 1992, Vol 56, Issue 4, p83
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224299205600407