EVOLVING THE 4P’S: A DEBATE ON CRITICISMS AND SUPPORT IN THE SHIFT TO CUSTOMER-CEMTRIC MODELS
Keywords:
Marketing Mix; 4p’s; Customer-Centric Models; 21st Century Marketing tool
Abstract
The list of components that make up the marketing mix has been hotly debated, and the ability of these components to propel aggressive marketing initiatives has been steadily declining. New trades are being created as a result of the world's constant change. In the past, the speed at which these revolutions have occurred may have occurred every few years or every 10 years, but now, every year or month, we are seeing new products and items that have never been before. It is imperative that every business maintains a positive customer base in order to carry out the Ps of marketing, which comprise proper planning and targeting of people, the right product or service, the right place or distribution, the right price, the right promotion, the right physical and psychological evidence, the right amount of productivity, and quality performance. There have been numerous critiques regarding the efficacy of these conventional marketing tools and their applicability in the current dynamic marketing environment, but there have also been doubts about the efficacy of the four Ps of marketing in terms of their effectiveness in modern marketing jargon. In order to support the gradual ineffectiveness of the traditional 4ps of marketing concepts and the need to redesign a new, more inclusive philosophy that can help business organisations offer their products to the potential market given the current market narratives, which have shifted from the best offering of a firm's product to the more critical demands of value creation on the part of the consumers, this paper conducted an extensive literature review of previous studies related to the concept of the marketing mix and the critical arguments posited.
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References
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Beinhocker, E.D. and Kaplan, S. (2002), “Tired of Strategic Planning?” The McKinsey Quarterly, nr 2.
Bessom R.M. and Jackson, D.W. (1975), “Service Retailing: A Strategic Marketing Approach”, Journal of Retailing, Summer, p 84.
Bhatt G. and Emdad, A.F. (2001), “An analysis of the virtual chain in electronic commerce”, Logistics Information Management, Vol. 14, nr 1 - 2, pp. 78-85.
Blois, K.J. (1974), “The Marketing of Services: an Approach”, European Journal of Marketing, Vol. 8, nr 2, pp. 137-145.
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Brown, S. and Eisenhardt, K (1998), Competing on the edge: Strategy and Structured Chaos, Boston, MA: Harvard Business School Press.
Capon, N., Hulbert, J.M. (2000), Marketing in the 21st Century, Pearson Education.
Cash, J.L. (1994), “A new Farmer’s Marketing”, Information Week, December, 26.
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Coviello, N.E. and Brodie, R.J. (2001), “Contemporary marketing practices of consumer and business-to-business firms: how different are they?”, The Journal of Business and Industrial Marketing, Vol. 16, Nr. 5 pp. 382 – 400.
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Cunnigham, M.T. and Roberts, D.A. (1974), “The role of customer service in industrial marketing”, European Journal of Marketing, Vol. 8, Nr. 1, pp. 15-28.
Darvidou, K. (2024) Perspective directions of international competitiveness of tourism industry in Greece. Journal of global economy review. TEI of Western Macedonia Greece. Dpt of Business Administration. 1(1):52-61.
Dion, P., Easterling D. and Miller, S.J. (1995), “What Is Really Necessary in Successful Buyer/Seller Relationships?” Industrial Marketing Management, Vol. 24, issue 1, pp 1-9.
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Doyle, P. (1994), Marketing Management and Strategy, Prentice Hall.
English, J. (2000), “The four “P” s of marketing are dead”, Marketing Health Services, Vol. 20, Issue 2, pp 20-23.
Evans, J.R. and King, V.E. (1999), “Business-to-Business Marketing and the World Wide Web: Planning, Managing and Assessing Web Sites”, Industrial Marketing Management, Vol. 28, pp. 343-358.
Fern, E.F. and Brown, J.R. (1984), “The industrial/consumer marketing dichotomy: a case of insufficient justification”, Journal of Marketing, 48, Spring, 68-77.
Flint, D., Woodruff, R. and Gardial, S.F. (1997), “Customer Value Change in Industrial Marketing Relationships. A Call for New Strategies and Research”, Industrial Marketing Management, Vol. 26 pp. 163 –175.
Fryar, C.R. (1991), “What’s Different About Services Marketing?” The Journal of Marketing Services, Vol. 5, nr 4 pp. 53-58.
Goldsmith, R.E. (1999), “The personalised marketplace: beyond the 4Ps”, Marketing Intelligence & Planning, Vol. 17 Number: 4 pp. 178 - 185.
Grönroos, C. (1994), “From Marketing Mix to Relationship Marketing – Towards a Paradigm Shift in Marketing”, Management Decision 32/2, MCB University Press
Grönroos, C. (1994), “Quo Vadis, Marketing? Toward a Relationship Marketing Paradigm”, Journal of Marketing Management, Vol. 10 pp 347 - 360.
Grönroos, C. (2009). Relationship marketing as promise management. The Sage Handbook of Marketing Theory, 397-412.
Grove, S.J., Fisk, R.P. and John, J. (2000), “Service as Theater, Guidelines and Implications”. Handbook services Marketing and Management, Sage Publications Inc. p 25.
Gummesson, E. (1994), “Making Relationship Marketing Operational”, International Journal of Service Industry Management, Vol. 5 Number 5 pp. 5-20.
Gummesson, E. (1997), “Relationship marketing as a paradigm shift: some conclusions from the 30R approach”, Management Decision, Vol. 35 Number 4 pp. 267-272.
Gummesson, E. (2007). Exit services marketing-enter service marketing. Journal of customer behaviour, 6(2), 113-141.
Healy, M., Hastings, K., Brown, L. and Gardiner, M. (2001), “The old, the new and the complicated - A trilogy of marketing relationships”, European Journal of Marketing, Vol. 35 Number 1-2, pp. 182-193.
Heuvel, J. (1993), Diensten Marketing (Services Marketing), Wolters Noordhoff Groningen, The Netherlands.
Hoffman, D. L. and Novak, T.P. (1997), “A New Marketing Paradigm for Electronic Commerce. The Information Society”, Special issue for Electronic Commerce, 13(Jan –Mar) pp 43-54 .
Innosight / Christensen, C.M. (2001), “After the Gold Rush: Patterns of Success and Failure on the Internet”. www.innosight.com.
Jobber, D. (2001) Principles and Practice of Marketing, Third edition, McGraw Hill
Kambil, A. and Nunes, P. (2000), “Internet Marketing: Lessons from the Field”, Research Note, Accenture Institute for Strategic Change, 24 July 2000. http://www.accenture.com/xd/xd.asp?it=enweb&xd=_isc/ iscresearchnote_12.xml.
Kaufman, A.S. (1995), “Technology and Evolution: Escaping the Red Queen Effect”, The McKinsey Quarterly, nr 1, pp 118-129.
Kotler, P. (1984), Marketing Management: Analysis, planning and Control, Fifth edition, Prentice-Hall, Englewood Cliffs, New Jersey.
Kotler, P. (2003), Marketing Management, 11th Edition, Prentice Hall International Editions.
Kotler, P., & Armstrong, G. (2016). Principles of marketing. Upper Saddle River, New Jersey.
Kotler, P., Armstrong, G., Saunders, J., Wong, V. (2001), Principles of Marketing, Third European Edition, Prentice Hall, Pearson Education Limited.
Lauterborn, B. (1990), “New marketing litany: four Ps passé: C-words take over”. Advertising Age. 61 (41), October, p26.
Lawrence, E., Corbitt, B, Fisher, J.A, Lawrence, J. and Tidwell, A. (2000), Internet Commerce, 2nd Edition, John Wiley & Sons Australia Ltd., pp. 79.
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McCarthy, E.J. (1964), Basic Marketing, a Managerial Approach, Homewood, Ill.: Richard D. Irwin, Inc.
McCarthy, E.J. (1978), Basic Marketing, a Managerial Approach, Sixth Edition, Homewood, Ill.: Richard D. Irwin, Inc.
McKenna, R. (1991), Relationship Marketing: Successful Strategies for the Age of the Customer. Reading, MA: Addison-Wesley Publishing Co.
McKenna, R. (2003), Total Access: Giving Customers What They Want in an Anytime, Anywhere World, Harvard Business School Press.
Melewar, T.C. and Saunders, J. (2000), Global Corporate Visual Identity Systems: Using an Extended Marketing Mix, European Journal of Marketing, Vol. 34 Number 5/6, pp. 538-550.
Mosley-Matchett, J.D. (1997), “Include the Internet in Marketing Mix”, Marketing News, Vol. 31, nr 25 .
Mulhern, F.J. (1997), “Retail Marketing: from Distribution to Integration”, International Journal of Research in Marketing, Vol. 14, pp. 103-124.
O’Connor, J. and Galvin, E. (1997), Marketing and information technology-The strategy, application and implementation of IT in marketing. London: Pitman Publishing.
Owen, S. (2001), “The Rise and Fall of the Dot.com: The Impact of Growth Rates and Funding Options on the Mortality of Internet Start-ups” 2001 International Conference on Electronic Commerce, Vienna, Austria.
Parasuraman, A. (1998), “Customer service in business-to-business markets: an agenda for research”, The Journal of Business and Industrial Marketing, Vol. 13 Number: 4 Page: 309 – 321.
Parvatiyar, A. and Sheth, J.N. (1997), “Paradigm Shift in Interfirm Marketing Relationships, Emerging Research Issues”, Research in Marketing, Vol. 13, 233-256.
Patterson, G.P. and Ward, T. (2000), Relationship Marketing and Management, Handbook services Marketing and Management, Sage Publications Inc. p 416.
Peattie, K. (1997), “The marketing mix in the third age of computing”, Marketing Intelligence & Planning, Vol. 15 nr. 3, pp. 142-150.
Pew Internet and American Life (2001), http://www.pewinternet.org/ reports/reports.asp?Report=31&Section=ReportLevel1&Field=Level1ID&ID=111#navigate.
Pine , B. and Gilmore , J. H. (1999). The experience economy , Boston, MA : Harvard Business School Press .
Porter, M.E. (1985), Competitive Advantage, NY.: Free Press, Macmillan Publishing Co., Inc.
Porter, M.E. (2001), “Strategy and the Internet”, Harvard Business Review, March 2001.
Prahalad , C. K. & Ramaswamy , V. (2004). The new frontier of experience innovation . MIT Sloan Management Review , 44 ( 4 ) : 12 – 18.
Reichheld, F. and Sasser, W. (1990), “Zero Defections: Quality Comes to Services”, Harvard Business Review, Vol. 68, 5 pp. 105-111 .
Rosenberg, L. and Czepiel, J. (1992), “A Marketing Approach to Consumer Retention”, Journal of Consumer Marketing, Vol. 59 pp. 58-70.
Rushton, A. and Carson, D.J. (1989), “Services – Marketing with a Difference?”, Marketing Intelligence and Planning Vol. 7, 5/6 pp. 12- 17.
Salmon, W.J. (1989), “Retailing in the age of execution”, Journal of Retailing, Vol. 65, pp. 368-377.
Schultz, D.E. (2001), “Marketers: Bid Farewell to Strategy Based on old 4Ps”, Marketing News Feb 2001, Vol. 35. Nr.2 p7.
Seybold, P. and Marshak, R. (1998), Customers.com® Handbook an Executive Guide and Technology Roadmap for Your Customers.com®, www.customers.com.
Shaw, V. (1995), “Successful Marketing Strategies, A Study of British and German Companies in the Machine Tool Industry”, Industrial Marketing Management, Vol. 21, Issue 4 pp 329-339.
Sheth, J. and Parvatiyar, A. (1995), “The Evolution of Relationship Marketing”, International Business Review, Vol. 4, nr 4 pp. 397 – 418.
Sheth, J.N., Gardner, D.M., Garett, D.M. (1988). Marketing Theory: Evolution and Evaluation, New York: John Wiley & Sons, Inc.
Shostack, G.L. (1977), “Breaking Free From Product Marketing”, Journal of Marketing, Vol. 41, nr 2.
Smallbone, D.W. (1969), “Is industrial marketing different?” European Journal of Marketing, Vol. 3, nr 2, pp. 120.
Turnbull P., Ford, D. and Cunningham, M. (1996), “Interaction, relationships and networks in business markets: an evolving perspective”, Journal of Business & Industrial Marketing, Vol. 11, nr 3/4, pp. 44-62.
Vargo, S. L. & Lusch, R. F., (2004) Evolving to a New Dominant Logic for Marketing. Journal of Marketing 68 (January): 1–17.
Wang, F., Head, M. and Archer, N. (2000), “A relationship-building model for the Web retail marketplace”, Internet Research: Electronic Networking Applications and Policy, Vol. 10, nr 5, pp. 374-384.
Webmergers.com (2002), http://www.webmergers.com/editorial/ article.php?id=49.
Weltz, G., (1995), “New Deals”, Internet World, June, pp 36-43.
Wilson, A., (1972), The Marketing of Professional services, McGraw-Hill, New York.
Wind, Y. and Webster, F. (1972), “On the Study of Industrial Buying Behavior: Current Practices and Future Trends”, Industrial Marketing Management, Vol. 1, nr 4, pp 411 –416.
Aldridge, A., Forcht, K. and Pierson, J. (1997), “Get linked or get lost: Marketing strategy for the Internet.” Internet Research: Electronic Applications and Policy, Vol. 7, nr 3. Pp.161-169.
Alexander, N. and Colgate, M. (2000), “Retail financial services: transaction to relationship marketing”, International Journal of Operations & Production Management, Vol. 34, nr 8, pp 938-953.
Alexander, R.S., Cross, J.S., Cunningham, R.M. (1961), Industrial Marketing, reed., Homewood Ill: Richard D, Irwin, Inc.
Allen, E. and Fjermestad, J. (2001), “E-commerce marketing strategies: an integrated framework and case analysis”, Logistics Information Management, Vol. 14 Number 1/2 2001 pp. 14-23.
Alsem, K.J., Hoekstra, J.C. and van der Heide, B. (1996), “Marketing Orientation and Strategies in the Netherlands”, SOM research report 96B02, Faculty of Economics, University of Groningen.
Andersen, J.C. and Narus J.A. (1999), Business Market Management, Understanding, Creating and Delivering Value, Prentice Hall, New Jersey.
Beckwith, H. (2001), The Invisible Touch – the Four Keys of Modern Marketing, Texere Publishing
Beinhocker, E.D. and Kaplan, S. (2002), “Tired of Strategic Planning?” The McKinsey Quarterly, nr 2.
Bessom R.M. and Jackson, D.W. (1975), “Service Retailing: A Strategic Marketing Approach”, Journal of Retailing, Summer, p 84.
Bhatt G. and Emdad, A.F. (2001), “An analysis of the virtual chain in electronic commerce”, Logistics Information Management, Vol. 14, nr 1 - 2, pp. 78-85.
Blois, K.J. (1974), “The Marketing of Services: an Approach”, European Journal of Marketing, Vol. 8, nr 2, pp. 137-145.
Boekema, J.J., Bueren van, E.B, Lobstein, S., Oosterhuis, A. and Schweitzer, P. (1995), Basisboek Marketing (Basic Book of Marketing), Derde druk, Groningen, NL: Wolters-Noordhoff.
Booms, B.H and Bitner, M.J. (1981), “Marketing Strategies and Organization Structures for Service Firms”, Marketing of Services. Donnelly J.H and George W.R. Chicago: American Marketing Association, pp. 47 – 51.
Branton, N. (1969), “The Marketing of Services”, Marketing World, Vol. 1, nr 2.
Brown, S. and Eisenhardt, K (1998), Competing on the edge: Strategy and Structured Chaos, Boston, MA: Harvard Business School Press.
Capon, N., Hulbert, J.M. (2000), Marketing in the 21st Century, Pearson Education.
Cash, J.L. (1994), “A new Farmer’s Marketing”, Information Week, December, 26.
Chaffey, D., Mayer, R., Johnston, K. and Ellis-Chadwick, F. (2000), Internet Marketing, Strategy, Implementation and Practice, FT/Prentice Hall. pp. 40- 48, 151-168.
Christopher, M. (1989), “The Existential Consumer”, European Journal of Marketing, Vol. 23 N 8, pp. 80-84.
Colony, G. (2000), “My View: Hollow Com”, April, Forrester Research. http://www.forrester.com/ER/Marketing/0,1503,183,00.html.
Constantinides, E. (2002), “The 4S Web-Marketing Mix Model, E-Commerce Research and Applications”, Elsevier Science, July 2002, Vol. 1/1, pp 57-76.
Coviello, N.E. and Brodie, R.J. (2001), “Contemporary marketing practices of consumer and business-to-business firms: how different are they?”, The Journal of Business and Industrial Marketing, Vol. 16, Nr. 5 pp. 382 – 400.
Cowell, D.W. (1984), The Marketing of Services, Institute of Marketing and the CAM Foundation, Heineman Professional Publishing.
Cunnigham, M.T. and Roberts, D.A. (1974), “The role of customer service in industrial marketing”, European Journal of Marketing, Vol. 8, Nr. 1, pp. 15-28.
Darvidou, K. (2024) Perspective directions of international competitiveness of tourism industry in Greece. Journal of global economy review. TEI of Western Macedonia Greece. Dpt of Business Administration. 1(1):52-61.
Dion, P., Easterling D. and Miller, S.J. (1995), “What Is Really Necessary in Successful Buyer/Seller Relationships?” Industrial Marketing Management, Vol. 24, issue 1, pp 1-9.
Dixon, D.F. and Blois, K.J. (1983), “Some Limitations of the 4P’s as a Paradigm for Marketing,” Keith J. Blois, in Back to Basics, Proceedings of the Marketing Education Group, Cranfield School of Management 1983, pp. 92-107.
Doyle, P. (1994), Marketing Management and Strategy, Prentice Hall.
English, J. (2000), “The four “P” s of marketing are dead”, Marketing Health Services, Vol. 20, Issue 2, pp 20-23.
Evans, J.R. and King, V.E. (1999), “Business-to-Business Marketing and the World Wide Web: Planning, Managing and Assessing Web Sites”, Industrial Marketing Management, Vol. 28, pp. 343-358.
Fern, E.F. and Brown, J.R. (1984), “The industrial/consumer marketing dichotomy: a case of insufficient justification”, Journal of Marketing, 48, Spring, 68-77.
Flint, D., Woodruff, R. and Gardial, S.F. (1997), “Customer Value Change in Industrial Marketing Relationships. A Call for New Strategies and Research”, Industrial Marketing Management, Vol. 26 pp. 163 –175.
Fryar, C.R. (1991), “What’s Different About Services Marketing?” The Journal of Marketing Services, Vol. 5, nr 4 pp. 53-58.
Goldsmith, R.E. (1999), “The personalised marketplace: beyond the 4Ps”, Marketing Intelligence & Planning, Vol. 17 Number: 4 pp. 178 - 185.
Grönroos, C. (1994), “From Marketing Mix to Relationship Marketing – Towards a Paradigm Shift in Marketing”, Management Decision 32/2, MCB University Press
Grönroos, C. (1994), “Quo Vadis, Marketing? Toward a Relationship Marketing Paradigm”, Journal of Marketing Management, Vol. 10 pp 347 - 360.
Grönroos, C. (2009). Relationship marketing as promise management. The Sage Handbook of Marketing Theory, 397-412.
Grove, S.J., Fisk, R.P. and John, J. (2000), “Service as Theater, Guidelines and Implications”. Handbook services Marketing and Management, Sage Publications Inc. p 25.
Gummesson, E. (1994), “Making Relationship Marketing Operational”, International Journal of Service Industry Management, Vol. 5 Number 5 pp. 5-20.
Gummesson, E. (1997), “Relationship marketing as a paradigm shift: some conclusions from the 30R approach”, Management Decision, Vol. 35 Number 4 pp. 267-272.
Gummesson, E. (2007). Exit services marketing-enter service marketing. Journal of customer behaviour, 6(2), 113-141.
Healy, M., Hastings, K., Brown, L. and Gardiner, M. (2001), “The old, the new and the complicated - A trilogy of marketing relationships”, European Journal of Marketing, Vol. 35 Number 1-2, pp. 182-193.
Heuvel, J. (1993), Diensten Marketing (Services Marketing), Wolters Noordhoff Groningen, The Netherlands.
Hoffman, D. L. and Novak, T.P. (1997), “A New Marketing Paradigm for Electronic Commerce. The Information Society”, Special issue for Electronic Commerce, 13(Jan –Mar) pp 43-54 .
Innosight / Christensen, C.M. (2001), “After the Gold Rush: Patterns of Success and Failure on the Internet”. www.innosight.com.
Jobber, D. (2001) Principles and Practice of Marketing, Third edition, McGraw Hill
Kambil, A. and Nunes, P. (2000), “Internet Marketing: Lessons from the Field”, Research Note, Accenture Institute for Strategic Change, 24 July 2000. http://www.accenture.com/xd/xd.asp?it=enweb&xd=_isc/ iscresearchnote_12.xml.
Kaufman, A.S. (1995), “Technology and Evolution: Escaping the Red Queen Effect”, The McKinsey Quarterly, nr 1, pp 118-129.
Kotler, P. (1984), Marketing Management: Analysis, planning and Control, Fifth edition, Prentice-Hall, Englewood Cliffs, New Jersey.
Kotler, P. (2003), Marketing Management, 11th Edition, Prentice Hall International Editions.
Kotler, P., & Armstrong, G. (2016). Principles of marketing. Upper Saddle River, New Jersey.
Kotler, P., Armstrong, G., Saunders, J., Wong, V. (2001), Principles of Marketing, Third European Edition, Prentice Hall, Pearson Education Limited.
Lauterborn, B. (1990), “New marketing litany: four Ps passé: C-words take over”. Advertising Age. 61 (41), October, p26.
Lawrence, E., Corbitt, B, Fisher, J.A, Lawrence, J. and Tidwell, A. (2000), Internet Commerce, 2nd Edition, John Wiley & Sons Australia Ltd., pp. 79.
Lewis, D. and Bridger, D. (2000), The soul of the new consumer: authenticity what we buy and why in the new economy. London: Brealey.
McCarthy, E.J. (1964), Basic Marketing, a Managerial Approach, Homewood, Ill.: Richard D. Irwin, Inc.
McCarthy, E.J. (1978), Basic Marketing, a Managerial Approach, Sixth Edition, Homewood, Ill.: Richard D. Irwin, Inc.
McKenna, R. (1991), Relationship Marketing: Successful Strategies for the Age of the Customer. Reading, MA: Addison-Wesley Publishing Co.
McKenna, R. (2003), Total Access: Giving Customers What They Want in an Anytime, Anywhere World, Harvard Business School Press.
Melewar, T.C. and Saunders, J. (2000), Global Corporate Visual Identity Systems: Using an Extended Marketing Mix, European Journal of Marketing, Vol. 34 Number 5/6, pp. 538-550.
Mosley-Matchett, J.D. (1997), “Include the Internet in Marketing Mix”, Marketing News, Vol. 31, nr 25 .
Mulhern, F.J. (1997), “Retail Marketing: from Distribution to Integration”, International Journal of Research in Marketing, Vol. 14, pp. 103-124.
O’Connor, J. and Galvin, E. (1997), Marketing and information technology-The strategy, application and implementation of IT in marketing. London: Pitman Publishing.
Owen, S. (2001), “The Rise and Fall of the Dot.com: The Impact of Growth Rates and Funding Options on the Mortality of Internet Start-ups” 2001 International Conference on Electronic Commerce, Vienna, Austria.
Parasuraman, A. (1998), “Customer service in business-to-business markets: an agenda for research”, The Journal of Business and Industrial Marketing, Vol. 13 Number: 4 Page: 309 – 321.
Parvatiyar, A. and Sheth, J.N. (1997), “Paradigm Shift in Interfirm Marketing Relationships, Emerging Research Issues”, Research in Marketing, Vol. 13, 233-256.
Patterson, G.P. and Ward, T. (2000), Relationship Marketing and Management, Handbook services Marketing and Management, Sage Publications Inc. p 416.
Peattie, K. (1997), “The marketing mix in the third age of computing”, Marketing Intelligence & Planning, Vol. 15 nr. 3, pp. 142-150.
Pew Internet and American Life (2001), http://www.pewinternet.org/ reports/reports.asp?Report=31&Section=ReportLevel1&Field=Level1ID&ID=111#navigate.
Pine , B. and Gilmore , J. H. (1999). The experience economy , Boston, MA : Harvard Business School Press .
Porter, M.E. (1985), Competitive Advantage, NY.: Free Press, Macmillan Publishing Co., Inc.
Porter, M.E. (2001), “Strategy and the Internet”, Harvard Business Review, March 2001.
Prahalad , C. K. & Ramaswamy , V. (2004). The new frontier of experience innovation . MIT Sloan Management Review , 44 ( 4 ) : 12 – 18.
Reichheld, F. and Sasser, W. (1990), “Zero Defections: Quality Comes to Services”, Harvard Business Review, Vol. 68, 5 pp. 105-111 .
Rosenberg, L. and Czepiel, J. (1992), “A Marketing Approach to Consumer Retention”, Journal of Consumer Marketing, Vol. 59 pp. 58-70.
Rushton, A. and Carson, D.J. (1989), “Services – Marketing with a Difference?”, Marketing Intelligence and Planning Vol. 7, 5/6 pp. 12- 17.
Salmon, W.J. (1989), “Retailing in the age of execution”, Journal of Retailing, Vol. 65, pp. 368-377.
Schultz, D.E. (2001), “Marketers: Bid Farewell to Strategy Based on old 4Ps”, Marketing News Feb 2001, Vol. 35. Nr.2 p7.
Seybold, P. and Marshak, R. (1998), Customers.com® Handbook an Executive Guide and Technology Roadmap for Your Customers.com®, www.customers.com.
Shaw, V. (1995), “Successful Marketing Strategies, A Study of British and German Companies in the Machine Tool Industry”, Industrial Marketing Management, Vol. 21, Issue 4 pp 329-339.
Sheth, J. and Parvatiyar, A. (1995), “The Evolution of Relationship Marketing”, International Business Review, Vol. 4, nr 4 pp. 397 – 418.
Sheth, J.N., Gardner, D.M., Garett, D.M. (1988). Marketing Theory: Evolution and Evaluation, New York: John Wiley & Sons, Inc.
Shostack, G.L. (1977), “Breaking Free From Product Marketing”, Journal of Marketing, Vol. 41, nr 2.
Smallbone, D.W. (1969), “Is industrial marketing different?” European Journal of Marketing, Vol. 3, nr 2, pp. 120.
Turnbull P., Ford, D. and Cunningham, M. (1996), “Interaction, relationships and networks in business markets: an evolving perspective”, Journal of Business & Industrial Marketing, Vol. 11, nr 3/4, pp. 44-62.
Vargo, S. L. & Lusch, R. F., (2004) Evolving to a New Dominant Logic for Marketing. Journal of Marketing 68 (January): 1–17.
Wang, F., Head, M. and Archer, N. (2000), “A relationship-building model for the Web retail marketplace”, Internet Research: Electronic Networking Applications and Policy, Vol. 10, nr 5, pp. 374-384.
Webmergers.com (2002), http://www.webmergers.com/editorial/ article.php?id=49.
Weltz, G., (1995), “New Deals”, Internet World, June, pp 36-43.
Wilson, A., (1972), The Marketing of Professional services, McGraw-Hill, New York.
Wind, Y. and Webster, F. (1972), “On the Study of Industrial Buying Behavior: Current Practices and Future Trends”, Industrial Marketing Management, Vol. 1, nr 4, pp 411 –416.
Published
2026-06-16
How to Cite
Leslie Uwabor, O., & Tari, G. (2026). EVOLVING THE 4P’S: A DEBATE ON CRITICISMS AND SUPPORT IN THE SHIFT TO CUSTOMER-CEMTRIC MODELS. GPH-International Journal of Educational Research, 9(03), 87-100. https://doi.org/10.5281/zenodo.20717320
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Copyright (c) 2026 GPH-International Journal of Educational Research
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