Companies spend effort to find the most efficient marketing mix in order to implement a successful marketing strategy. This study aims to highlight the role of marketing mix product, price, place, and promotion on achieving. The promotion mix is the combination of personal selling, advertising, and sales promotion used to achieve marketing objectives. The population of this study was limited to the sme sector in al buraimi. Analyzing the effectiveness of marketing strategies in the. This is an important aspect of developing an electronic journal marketing strategy, especially. Dawn of the digital age and the evolution of the marketing mix. Marketing mix is originating from the single p price of microeconomic theory chong, 2003.
An empirical assessment of their generalisability, applicability and effect on performance. Fourth we empirically test the role of relationship marketing. Third we conceptualize the role of relationship marketing to competitive marketing strategy. The marketing mix management paradigm has dominated marketing thought, research and practice granroos, 1994, and a. He also concludes that the classic fourfactor model is not sufficiently efficient at universities encouraging further research in this area. Marketing mix for next generation marketing sciencedirect.
Lastly, firm will be benefited once gree n marketing strategy is applied. The impact of marketing mix elements on customer loyalty for. Marketing mix of 4ps for competitive advantage iosr journal. Marketing strategies and their impact on marketing. The concept of the marketing mix guillaume nicaise. Jordan journal of business administration, volume 7, no. We scrutinize the result of digital marketing on the base of firms sales. Strategies for marketing mix of 4ps for competitive advantage the marketing mix by 4ps is a conjuration and it can only be implemented by marketing managers. Second we lay out the framework of competitive marketing strategy and delineate the position of relationships. Marketing mix theoretical aspects international journal of. Mccarthy 1964 offered marketing mix, often referred to as the 4ps, as a means of.
The impact of marketing mix elements on customer loyalty for an algerian telecommunication company. What policymakers need to know about digital advertising. The emix is a 6ps marketing mix tool product, price, promotion, place. Online journal marketing strategies 33 enefits of electronic journals when developing a marketing plan for an electronic journal, the marketer needs to consider what is different about electronic journals compared to the print format. Every stake holder involved in the marketing process looks for value. This article focuses on identifying the role of marketing mix product, price, place, and promotion on achieving a competitive advantage in the al buraimi governorate in oman. Commonly known as the promotional mix, it includes elements such as advertising, personal selling, sales promotion, public relations and direct marketing 17. Since its founding in 1936, jm has played a significant role in shaping the content and boundaries of the. This marketing mix has 7ps of marketing and the three extra ps are people, process and physical evidence.
Marketing mix is a greatest strategy for attaining competitive advantage for any firm. The purpose of this report is to present theoretical concepts and developments in the concept of marketing communication mix. The marketing mix has dominated marketing thought, research and practice since it was introduced almost 40 years ago gr nroos, 1994. The relationship between marketing mix and customer. Access to society journal content varies across our titles. Marketstrategies significant influence on the marketing mix strategies as 49. Journal of the academy of marketing science, 3042002. Marketing mix interrelated actions and solutions to meet consumer needs and to achieve the companys marketing goals, a whole. This paper discusses the 4 ps of marketing mix, which comprise. The effect of marketing mix in attracting customers academic.
The proportions in the marketing mix can be altered and differed from the product to product hodder education, n. Journal of management and marketing research role of relationship marketing, page 2 1. Marketing mix of services is used by most service businesses. Other than that, the green consumer and branding will be discussed in further in this paper as this will attract more consumers. Journal of marketing volume 84, number 3, may 01, 2020. In this present day, the travel industry faces stiff.
Role of relationship marketing in competitive marketing. Companies want to show their offerings in the best light. International journal of marketing studies 1 1, 2, 2009. First published september 21, 2018 research article.
Global journal of management and business research volume 11 issue 6 version 1. Marketing mix theoretical aspects margarita isoraite 1 1 department of international business, vilniaus kolegijauniversity applied sciences, lithuania doi. The effect of marketing mix in attracting customers. The concept of marketing mix marketing mix means the product, distribution, promotion and pricing strategies to produce and carry out exchanges and achieve the target markets. International journal of research in marketing elsevier.
The role of service marketing mix and its impact on marketing. Citescore values are based on citation counts in a given year e. Marketing mix marketing mix is the set of the marketing tools that the firm uses to pursue its marketing objectives in. Marketing mix means of translating marketing planning into practice bennett, 1997. Table of contents for journal of marketing, 84, 3, may 01, 2020. Borden harvard business school marketing is still an art, and the marketing manager, as head chef, must creatively marshal all his marketing activities to advance the short and long term interests of his firm. Marketing mix has under gone a sea change in last few decades. Nov 29, 2019 the service marketing mix is also known as an extended marketing mix and is an integral part of a service blueprint design. The marketers would like to concentrate on the valued customer. All journal articles featured in journal of marketing communications vol 26 issue 4.
The journal of marketing jm develops and disseminates knowledge about realworld marketing questions relevant to scholars, educators, managers, consumers, policy makers and other societal stakeholders. Your marketing mix should be something you pay careful attention to because the success of your business depends on it. In the study, first we examine the nature of relationship marketing. Download limit exceeded you have exceeded your daily download allowance. By adding people, physical assets, and process to the marketing mix forming the 7ps, services. The 7ps classification of the services marketing mix. Pdf importance of marketing activities in a company. Margarita isoraite, marketing mix theoretical aspects. All journal articles featured in journal of marketing management vol 36 issue 56. Marketing mix, commonly known as the mccarthys 1960 4ps, consists of product, price, place and promotion. It is the premier outlet for substantive research in marketing. Pdf the marketing mix paradigm, in its famous version of the 4ps, went all the.
Pdf the paper aims to investigate the influencing of marketing mix mm. International journal of research granthaalayah, vol. The marketing mix is characterised by four equally important variables. Mccarthy 1964 offered marketing mix, often referred to as the 4ps, as a means of translating marketing planning into practice bennett, 1997. Putting strategy into promotion mix decisions emerald insight. It all started with culliton, who declared that the role of the marketing manager was to be a mixer of ingredients. Volume 26, 2020 vol 25, 2019 vol 24, 2018 vol 23, 2017 vol 22, 2016 vol 21, 2015 vol 20, 2014 vol 19, 20 vol 18, 2012 vol 17, 2011 vol 16, 2010 vol 15, 2009 vol 14, 2008 vol, 2007 vol 12. The marketing mix concept is an essential part of marketing theory. Ihave always found it interesting to observe how an apt or colorful term may catch on, gain wide. Marketing strategies which includes the market strategies and marketing mix strategies simultaneously have significant influence on the performance marketing as 34. The services marketing mix differs chiefly from the 4ps by the addition of three new decision responsibilities that must be integrated to form a coherent and effective services marketing mix.
How david can challenge goliath in established industry. Borden published his article on the concept of marketing mix in 1964. The role of service marketing mix and its impact on marketing audit in engineering and technical service corporations. The impact of marketing mix elements on customer loyalty. The role of service marketing mix and its impact on. New research on marketing from harvard business school faculty on issues including advertising, crisis communications, social media, digital marketing techniques and strategy. But describing the concept and putting it to effective use are two different things.
Buell and moonsoo choi find out what happens when they also embrace transparency, accentuating the. Faculty of science and technology, meiji university. How nonprofits can boost donations using the marketing mix. If you have access to a journal via a society or association membership, please browse to your society journal, select an article to view, and follow the instructions in this box. Find, read and cite all the research you need on researchgate. Pdf marketing mix of 4ps for competitive advantage. Most downloaded industrial marketing management articles.
This cited by count includes citations to the following articles in scholar. Marketing mix is the set of the marketing tools that the firm uses to pursue its marketing objectives in the target market kotler, ang, leong and tan, 1999. As a business manager, you determine how to use these variables to achieve your profit potential. The paper aims to investigate the influencing of marketing mix mm elements product, price, place or distribution, and promotion on increasing the effectiveness of product promotion and their role to reduce the problems within the organization. Marketing communications mix of universities communication.
The story and model of haier group avoiding dumb digital marketing in a smart world raj sachdev marketing through the crisis. Service marketing mix 7ps of marketing mix marketing mix. Relationship marketing serves as a moderator for the sustenance of positional advantages and. Marketing mix 7p and performance assessment of western fast. This article explains what is the marketing communication mix, describing its nature, importance, types of. Marketing tools or the marketing mix or often referred to as the four ps the four ps of the marketing mix. Marketing mix 7p and performance assessment of western. The impact of marketing mix on the competitive advantage of the. Marketers, in order to receive favorable responses from their target markets, use many tools. Faculty of science and technology, meiji university faculty. Marketing mix on marketing91 deals with the 4 ps product, place, price and promotions of any product or brand. The promotional elements comprise a mix of tools available for marketers. The customer enters in the marketing process for better value for his money through value to customer. International journal of marketing studies 2 1, 155, 2010.
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