Relevant bibliographies by topics / 4Ps Marketing Mix

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic '4Ps Marketing Mix'

Author: Grafiati
Published: 5 June 2025
Last updated: 1 August 2025

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Journal articles on the topic "4Ps Marketing Mix"

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Sahir, Syafrida Hafni, and Rosmawati Rosmawati. "Improve Marketing Mix for Marketing Plan Strategic in Coffeeshop Business." Management Analysis Journal 9, no. 4 (2020): 459–66. http://dx.doi.org/10.15294/maj.v9i4.42613.

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This research aims to establish a strategic marketing strategy for the Medan City coffee shop company. The methodology used in this study was descriptive qualitative research through the method of the marketing combination 4Ps and Porters five strategic forces theory. The outcome of the analysis provided strategic marketing strategy for all facets of the 4Ps marketing mix, such as product, price, venue, and promotion. As five competitive forces are generated based on Porters, the resulting strategic marketing strategy becomes more oriented. This analysis will be useful for the company owner to
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Karibasavaraja, D., Y. Sudeep, P. Suhas, Kumar S.K Sohan, and V. Thushara. "Study and Analysis of Marketing Mix Strategies Using 4Ps Approach." International Journal of Innovative Science and Research Technology 8, no. 1 (2023): 2352–58. https://doi.org/10.5281/zenodo.7646326.

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The marketing mix refers to the combination of factors used by brands to get the right response from the people they are targeting. The 4Ps make up a typical marketing mix Price, Product, Promotion and Place. The 4Ps of marketing is a model for enhancing the components of your marketing mix the way in which you take a new product or service to market. It helps you to define your marketing options in terms of price, product, promotion, and place so that your offering meets a specific customer need or demand. All the elements of the marketing mix influence each other. They make up the business p
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Lahtinen, Ville, Timo Dietrich, and Sharyn Rundle-Thiele. "Long live the marketing mix. Testing the effectiveness of the commercial marketing mix in a social marketing context." Journal of Social Marketing 10, no. 3 (2020): 357–75. http://dx.doi.org/10.1108/jsocm-10-2018-0122.

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Purpose The marketing mix has been extensively criticised by scholars and practitioners, which has led marketing scholars to redefine the original 4P concept, expand the 4Ps with additional Ps and develop new concepts to replace the marketing mix. However, there is very limited empirical testing assessing the effectiveness of the original marketing mix (4Ps). Design/methodology/approach This research applies a field experiment to assess whether the application of a full marketing mix (4P) is more effective than a promotion only campaign (1P) when aiming to increase fruit and vegetable (FV) int
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Jirapat, Diawtrakul, To-aj Jarupat, Kositkanin Sumolrat, and PhaKham Krittaya. "Factors Actors Affecting the Trends of Facial Cream Purchasing Behaviours of Working-Age Consumers in the Bangkok." International Journal of Social Science And Human Research 06, no. 02 (2023): 1299–304. https://doi.org/10.5281/zenodo.7681029.

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This research study is quantitative research. Objectives: 1) to study the trend of purchasing behavior of facial creams Classified by demographics which includes gender, age, education level, income, and occupation. 2) To forecast the marketing mix factors (4Ps) that affect facial cream purchases of working-age consumers in Bangkok. Samples were collected from 400 working-age consumers in Bangkok. The statistics used to analyse the data were frequency, mean, and standard deviation and multiple regression analysis. The results of the study revealed that the trends in facial cream buying behavio
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Alabool, Hamzeh Mohammad. "Evaluating Mobile Telecom Apps: An Integrated Fuzzy MCDM Model Using Marketing Mix." Information 16, no. 1 (2025): 70. https://doi.org/10.3390/info16010070.

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App-based marketing has been widely used in the telecommunications industry to both serve and draw in new customers. Typically, telecom providers must invest an amount of company resources to develop and maintain the operations mechanism of information technology platforms (e.g., mobile apps); therefore, it is important to take the issue of marketing effectiveness into account. For example, the mismatch between what telecom providers offer in their mobile apps and customers’ marketing requirements plays a significant role in determining unmet knowledge and presentation gaps that are related to
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Wickrama, Arsita. "Analysis of the Impact of Marketing Mix (4ps) on Sales Volume of Servvo’s Products in Jakarta." Journal of Social Research 2, no. 1 (2022): 456–75. http://dx.doi.org/10.55324/josr.v2i1.621.

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The purpose of this research is to analyze the impact of the marketing mix (4Ps) strategy on the sales volume of Servvo’s products in Jakarta. It is useful to give an insight into how the marketing mix (4Ps) can give impact the sales volume of Servvo’s products aka the fire extinguishers.
 This research is quantitative research. The subject of this research is the customers of Servvo in Jakarta. To determine who will be the respondents, the researcher used a random sampling of 100 respondents. The technique of collecting data was observation and questionnaire.
 According to the resul
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Osborne, Phil, and David Ballantyne. "The paradigmatic pitfalls of customer-centric marketing." Marketing Theory 12, no. 2 (2012): 155–72. http://dx.doi.org/10.1177/1470593112441564.

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This article will argue that, despite customer-centric intent, marketing theory remains trapped in a firm-centric paradigm. How this apparent contradiction has endured is discussed critically with reference to what we see as four influential marketing perspectives. These perspectives are the 4Ps marketing mix, market-based assets, relationship marketing, and customer equity. Apart from the 4Ps mix, these marketing perspectives are seldom recognized as problematic. We argue that the firm-centric approach to value creation embedded in these four influential frameworks overwhelms marketing’s cust
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Nuriawati, Siti Aisyah, and Jody Eriyanto. "ANALISIS STRATEGI PEMASARAN UMKM BAKERY DALAM MENINGKATKAN VOLUME PENJUALAN." JSE: Jurnal Sharia Economica 4, no. 3 (2025): 262–70. https://doi.org/10.46773/jse.v4i3.2360.

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This study enriches the literature on MSME marketing by revealing the lack of application of the digital marketing mix in the small-scale bakery sector in rural areas. The objective is to determine the marketing strategy for increasing sales volume at Queenpai Bakery Store Paiton. The research method used qualitative research and field study. The research results indicate that the implementation of the marketing mix, specifically the 4Ps—Product, Price, Place, and Promotions is ineffective. In the digital age, many similar businesses have introduced their products to the market using the 4Ps e
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Yustika, Gaung Perwira Yustika, and Deci Hardiningsih. "Penerapan Marketing Mix pada Mie Pedas Jajanan Milenialku." Ebisma (Economics, Business, Management, & Accounting Journal) 4, no. 1 (2024): 13–20. http://dx.doi.org/10.61083/ebisma.v4i1.41.

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Marketing mix is used to develop the most basic tactics or methods that can be used as a reference for preparing effective marketing. By implementing an appropriate and correct marketing mix by taking advantage of opportunities to increase sales, the position or position of the marketing mix in the market can be improved or maintained. The purpose of this research is to determine the application of the marketing mix carried out by Mie Pedas Jajanan Milenialku in running its business. The data collection technique in this research uses a qualitative method with a descriptive approach, which tak
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Кваме Овусу, Ансере Джоэл, and Антонина Ухова. "EFFECT OF CORONAVIRUS (COVID-19) PANDEMIC ON MARKETING MIX (4Ps)." Bulletin of South Ural State University series "Economics and management" 14, no. 3 (2020): 180–87. http://dx.doi.org/10.14529/em200319.

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Dissertations / Theses on the topic "4Ps Marketing Mix"

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Adams, Meredith Elaine. "Beyond the Glass: Examining Wine Tasting Room Profitability Using the 4Ps of the Marketing Mix." Thesis, Virginia Tech, 2016. http://hdl.handle.net/10919/71351.

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Recent exponential increases in attendance at wine tasting rooms resulted in growing research in this subject area as producers seek to learn more about wine tasting room customers and identify ways to capitalize on additional revenue-generating opportunities. Direct wine sales are big business with $3.4 billion in sales in the United States in 2010. Research has shown that small and medium-sized wineries have become financially dependent on direct sales linked to wine tasting rooms with an average of 70 percent of winery sales coming from the tasting room. With limited sources outlining best
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Pokorná, Martina. "Komunikační strategie podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta strojního inženýrství, 2008. http://www.nusl.cz/ntk/nusl-228323.

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The aim of the thesis is to make profitable communication strategies in an economic way. This will increase publicity and take the best effect on people. It will also improve standing of a firm ARAVER CZ on a market.
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Uhlíř, Petr. "Web-marketing mix 4S v malé organizaci." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124719.

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The goal of this thesis is to evaluate whether application of the model of marketing promotion in the Internet based on the concept of web-marketing mix 4S in a small organization, sales-oriented professional machines and equipment for carpentry, plumbing and metal fabrication shop can achieve synergy and formulated key performance indicators. To achieve this goal is necessary to identify and describe technologies, tools, procedures and processes based on literature and publications that are typical for internet marketing in a small and medium-sized companies, as the concept of internet promot
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Jirků, Jiřina. "Marketingová strategie pro společnost PRAKAB PRAŽSKÁ KABELOVNA, s.r.o. při uvedení nových výrobků na trh." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162639.

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This diploma thesis deals with a marketing strategy for the company PRAKAB PRAŽSKÁ KABELOVNA Ltd. and new products -- cables PRAFlaGuard SPF -- pair, PRAFlaGuard SPF -- XN and PRAFlaDur SP. The thesis is divided into three main chapters. The first chapter describes the theory of B2B marketing and shows main differences between B2B and B2C market. The second chapter presents the company PRAKAB PRAŽSKÁ KABELOVNA Ltd. -- history, structure, product portfolio and new cables. The third chapter deals with a marketing strategy and is divided into two subchapters -- Situation analysis and Marketing mi
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Nováková, Hana. "Návrh marketingové strategie pro individuální vstup do podnikání v oblasti jazykového vzdělání." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224768.

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The master’s thesis is concerned with the proposal of marketing strategy of individual entry into the business of language education in Brno. The thesis contains primary and secondary research of the market. The secondary research is focused on competition and informal education of adults. The primary one inquires into consumer, the needed data were obtained through online questionnaire survey. Consequently, the marketing strategy is defined with emphasis on marketing mix.
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Pinto, Débora Duarte. "O composto mercadológico para web (modelo 4S): um estudo de caso em uma instituição financeira brasileira." Universidade de São Paulo, 2006. http://www.teses.usp.br/teses/disponiveis/96/96132/tde-05022007-173243/.

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O comércio eletrônico tem expandido sua área de aplicação em indústrias como a de serviços bancários e, especialmente, tem gerado novas oportunidades de negócios e possibilitado a presença das empresas em novos mercados. Esse fenômeno motivou a necessidade do desenvolvimento e adaptação de ferramentas para analisar essa nova realidade. Com o propósito de fazer uma análise crítica do composto mercadológico para Web (Modelo 4S), realizou-se um estudo de caso exploratório em uma instituição financeira brasileira que possui um site de comércio eletrônico e para proporcionar a aplicação desse model
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Sombergová, Markéta. "Návrh komunikačního mixu společnosti." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2012. http://www.nusl.cz/ntk/nusl-223406.

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The diploma thesis focuses on problems associated with the suggestion of the communication mix of the Fitness centre „Kameňák“. It includes evaluation of the current state of company´s communication mix and revelation of problems in this field. Afterwards the thesis contains suggestions for improvement of this state. The diploma thesis is divided into three parts. The first part contains theoretical knowledge of the subject, the second part is focused on analysis of the company´s current state and the main content of the third part is suggestion of such a communication mix that can help the co
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Palacký, Miloslav. "Marketingové aspekty činnosti high-tech firem." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2014. http://www.nusl.cz/ntk/nusl-224544.

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Cílem diplomové práce je analýza marketingových nástrojů použitých firmou XAX a následně vyhodnotit a navrhnout zvýšení jejich efektivity. Popis strategie společnosti a faktory ovlivňující budou identifikovány. Práce obsahuje návrhy a doporučení na zvýšení efektivity marketingových nástrojů dané firmy v oblasti High-tech odvětví.
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Sklenář, Tereza. "Podnikatelský záměr - uvedení nového produktu na trh." Master's thesis, Vysoké učení technické v Brně. Fakulta strojního inženýrství, 2008. http://www.nusl.cz/ntk/nusl-228239.

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This marketing thesis focuses on the elaboration of a business plan for market penetration of a new product. This novel product will be a newly designed mobility aid addressed for people with limitated ability of movement of their legs. It would lift their legs from the vertical to the horizontal position and back without any effort being exerted by the user. Such a device is currently not available on the Czech market. This project contains both a theoretical background which is instrumental for better orientation in this area and also an analysis of the inner and the outer backgrounds behind
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Landsberg, Evelina, and Linda Löfberg. "Sökmotoroptimering inom sällanköpsvaruhandeln : En kvalitativ studie som undersöker uppfattningen av SEO inom den svenska sällanköpsvaruhandeln." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-45900.

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Sedan utvecklingen av world wide web på 1990-talet har den digitala utveckling vuxit mer och mer. I takt med digitaliseringen har SEO blivit ett viktigt marknadsföringsverktyg som företag kan använda för att öka sin synlighet online. I slutet av 2019 spreds ett virus vid namn covid-19. Viruset utlöste en pandemi som skakade om världen. En tydlig förändring som skett under coronapandemin är att den digitala utvecklingen har påskyndats. Samtidigt som digitaliseringen påskyndats har även konsumentbeteendet förändrats i form av ökad kundnärvaro online under pandemin. Dessa faktorer har tillsammans
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Books on the topic "4Ps Marketing Mix"

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Waterschoot, Walter van. The 4P classification of the marketing mix revisited. American Marketing Association, 1992.

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El marketing mix: Las 4Ps para aumentar sus ventas. 50Minutos, 2016.

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Darnton, Geoffrey. Marketing Mix: Not 4Ps but Fit for a Competitive World. Requirements Analytics, 2022.

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Darnton, Geoffrey. Marketing Mix: Not 4Ps but Fit for a Competitive World. Requirements Analytics, 2022.

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Application Possibilities of the Internet As a Marketing-Mix (4ps). GRIN Verlag GmbH, 2018.

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Book chapters on the topic "4Ps Marketing Mix"

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Putra, Muhammad Rezeki Julham, Sugih Arto Pujangkoro, and Syafrizal Helmi Situmorang. "Marketing Mix Strategy and SWOT Analysis on Beraskita Products Perum Bulog Regional Division North Sumatra." In Proceedings of the 19th International Symposium on Management (INSYMA 2022). Atlantis Press International BV, 2022. http://dx.doi.org/10.2991/978-94-6463-008-4_117.

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AbstractRice is a type of food commodity whose demand is constantly increasing because rice is the staple food for the majority of the population of Indonesia. The high demand for rice creates competition among rice-producing companies in Indonesia. Companies need to apply a strategic marketing concept. The marketing concept aims to satisfy customer wants and needs, creating loyalty. The emergence of satisfaction from a customer is based on the marketing mix. The marketing mix includes the 4Ps: product, price, place, and promotion. This study aims to determine: (1) the marketing mix strategy f
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Kerem, Katri. "The Responsible Marketing Mix: Aligning the 4Ps with Sustainability Dimensions." In Responsible Leadership and Sustainable Management. Springer Nature Singapore, 2024. http://dx.doi.org/10.1007/978-981-97-5548-6_4.

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Deng, Junlin. "The E-sports event marketing strategies based on the marketing mix theory of 4Vs." In Exploring the Financial Landscape in the Digital Age. CRC Press, 2024. http://dx.doi.org/10.1201/9781003508816-6.

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Ziadie, Haritz Ghozi, Meilita Tryana Sembiring, and Beby Karina Fauzeea Sembiring. "Marketing Mix Strategy Using SWOT Analysis to Increase Market Share in PT Smartfren Telecom Tbk North Sumatera Area." In Proceedings of the 19th International Symposium on Management (INSYMA 2022). Atlantis Press International BV, 2022. http://dx.doi.org/10.2991/978-94-6463-008-4_116.

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AbstractThe need for communication technology, especially internet data services, cannot be separated from people’s lives. Almost all people now have internet data services to meet their internet access needs. However, the public is faced with many choices of internet data services offered by cellular network operators, one of which is Smartfren. PT Smartfren Telecom, Tbk, provides a wide selection of attractive data services and adapts to the needs of the community in order to increase the number of new customers and retain old customers. PT Smartfren Telecom, Tbk uses a 4P marketing mix stra
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Zhang, Yunlan. "The 4P’s of Marketing Mix Analysis: The Uniqueness of Tesla’s Strategic Marketing Tactics in China." In Proceedings of the 2023 2nd International Conference on Economics, Smart Finance and Contemporary Trade (ESFCT 2023). Atlantis Press International BV, 2023. http://dx.doi.org/10.2991/978-94-6463-268-2_28.

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Lahtinen, Ville, Sharyn Rundle-Thiele, and Timo Dietrich. "An Abstract: Do We Need to Imply a Full Mix? 4P Versus 1P." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-99181-8_147.

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Choudhury, Rahul Gupta. "Influence of Marketing Mix Decisions on Emotional Branding and Its Effect on Customer Appeal." In Driving Customer Appeal Through the Use of Emotional Branding. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-2921-7.ch007.

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Emotional branding has become a necessity for most brands today. Brand loyalty can be developed by brands only when there is an emotional connection between the brand and its consumers. This chapter deals with the nuances and meaning of emotional branding and how it appeals to consumers. There is also a lot of discussion on how the elements of the marketing mix (4Ps) help the brands to attract and retain consumer loyalty over a long period of time. Marketing mix decisions are part of the overall marketing strategy of the firm as well as the brand, and more often than not - considerable changes
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Choudhury, Rahul Gupta. "Influence of Marketing Mix Decisions on Emotional Branding and Its Effect on Customer Appeal." In Brand Culture and Identity. IGI Global, 2019. http://dx.doi.org/10.4018/978-1-5225-7116-2.ch044.

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Emotional branding has become a necessity for most brands today. Brand loyalty can be developed by brands only when there is an emotional connection between the brand and its consumers. This chapter deals with the nuances and meaning of emotional branding and how it appeals to consumers. There is also a lot of discussion on how the elements of the marketing mix (4Ps) help the brands to attract and retain consumer loyalty over a long period of time. Marketing mix decisions are part of the overall marketing strategy of the firm as well as the brand, and more often than not - considerable changes
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Johnpaul, M. "An Exploratory Study on Marketing Mix Practices Modeling Using Multiple-Criteria Decision-Making (MCDM) Methods." In Advances in Marketing, Customer Relationship Management, and E-Services. IGI Global, 2024. https://doi.org/10.4018/979-8-3693-9122-8.ch002.

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Implementing Multiple Criteria Decision Making (MCDM) methodologies into marketing mix procedures provides a disciplined way of dealing with complicated decision-making situations. This study investigates the use of MCDM approaches such as the Analytic Hierarchy Process (AHP), Technique for Order of Preference by Similarity to Ideal Solution (TOPSIS), and Multi-Attribute Utility Theory (MAUT) to optimise the 4Ps—Product, Price, Place, and Promotion. Businesses may use these approaches to evaluate and prioritise alternative marketing tactics depending on customer preferences, market trends, and
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Ali, Umar Farouq, and Vasco Santos. "Glocalization Strategies in the Food Industry." In Advances in Human Resources Management and Organizational Development. IGI Global, 2025. https://doi.org/10.4018/979-8-3373-0149-5.ch012.

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In an increasingly globalized world, multinational food enterprises (MNFEs) face the challenge of balancing standardization with local adaptation. This study explores glocalization in the food industry, focusing on strategies employed by MNFEs to succeed in diverse markets. Glocalization combines “global” and “local,” emphasizing the need for both universal and particular strategies. The research examines the marketing mix (4Ps: Product, Price, Place, Promotion) in this context. Product localization involves adapting menus to local tastes, while pricing considers local economic conditions. Pla
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Conference papers on the topic "4Ps Marketing Mix"

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Ke, Hong, and Lingyang Li. "Research on the Development of Chinese market Based on 4Ps Marketing Mix." In 2015 International Conference on Education Technology, Management and Humanities Science (ETMHS 2015). Atlantis Press, 2015. http://dx.doi.org/10.2991/etmhs-15.2015.28.

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Martinović, Maja. "From Theory to Practice: Applying Marketing Concepts Across Industries in MBA Programs." In 10th International Scientific Conference ERAZ - Knowledge Based Sustainable Development. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2024. https://doi.org/10.31410/eraz.2024.437.

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Teaching marketing to MBA students, particularly managers from diverse industries, can be greatly enhanced by co-creation with students. Standard teaching methods often fail to demonstrate how to apply theoretical concepts to real-world situations, especially in smaller or resource-limited companies. A study involving 30 MBA students working on real company scenarios revealed that knowledge transfer is more effective when participants co-create strategies and tactics using theoretical models alongside industry-specific examples. For example, some industries benefited from a customer-centric ap
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Tamarin, Cindy Claudia, Neneng Nurlaela Arief, and Agnesia Candra Sulyani. "PROPOSED MARKETING STRATEGY FOR TOURISM USING VIRTUAL REALITY (VR) DURING COVID-19 (STUDY CASE: LABUAN BAJO)." In GLOBAL TOURISM CONFERENCE 2021. PENERBIT UMT, 2021. http://dx.doi.org/10.46754/gtc.2021.11.045.

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One of the factors in the development of culture and natural resources in Indonesia is the tourism sector. This is sought to help improve and improve the community’s economy by opening employment opportunities and developing areas that have the potential as tourism hotspots, one of which is the Komodo National Park in Labuan Bajo. However, due to the outbreak of the SARS- COVID-19 virus, the government came up with a policy to stop economic activity in the tourism sector to prevent the spread of the virus by implementing Large-Scale Social Restrictions (PSBB). This paper aims to propose a tour
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