Relevant bibliographies by topics / Marketing 4ps

Contents

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

Academic literature on the topic 'Marketing 4ps'

Author: Grafiati
Published: 4 June 2021
Last updated: 16 February 2022

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Journal articles on the topic "Marketing 4ps"

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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 (December 31, 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 take the best strategic marketing approach in particular.
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Anderson, L. McTier, and Ruth Lesher Taylor. "McCarthy’s 4Ps: Timeworn or Time-Tested?" Journal of Marketing Theory and Practice 3, no. 3 (July 1995): 1–9. http://dx.doi.org/10.1080/10696679.1995.11501691.

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Osborne, Phil, and David Ballantyne. "The paradigmatic pitfalls of customer-centric marketing." Marketing Theory 12, no. 2 (April 10, 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 customer-centric intent. We also address the question, ‘can (or indeed should) marketing management be customer-centric?’ Our conclusion is that new directions of inquiry are needed, and we offer suggestions that might allow marketing the means to break free from its enduring, firm-centric paradigmatic trap
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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 (September 21, 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) intake of 6–13-year-old Finnish children. A total of 15 schools were randomly assigned to 4P, 1P and control settings. Data was collected from schoolchildren using the Day in the Life Questionnaire. Findings A repeated measures analysis involving 1,076 children demonstrated that a full application of the marketing mix (4P) is more effective than a promotion only (1P) campaign in increasing FV intake within children. Originality/value To the best of the authors’ knowledge, this study is the first empirical test of the effectiveness of the commercial marketing mix against a promotion only strategy in social marketing.
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Amaral, Sueli Angelica Do. "Os 4Ps do composto de marketing na literatura de Ciência da Informação." Transinformação 12, no. 2 (December 2000): 51–60. http://dx.doi.org/10.1590/s0103-37862000000200004.

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Analisa 60 documentos sobre os 4Ps do composto de marketing em unidades de informação da literatura de Ciência dei Informação no período de 1975 a 1995, para conhecer quantos e quais autores escreveram sobre o tema, qual o pioneiro, quem foi o pioneiro a propor adição de Ps. Apresenta a cronologia dos documentos estudados e discute as 4Ps do composto de marketing. Propõe a adoção da mais completa proposta analisada como forma de garantir o futuro das unidades de informação.
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Resnick, Sheilagh Mary, Ranis Cheng, Mike Simpson, and Fernando Lourenço. "Marketing in SMEs: a “4Ps” self-branding model." International Journal of Entrepreneurial Behavior & Research 22, no. 1 (March 7, 2016): 155–74. http://dx.doi.org/10.1108/ijebr-07-2014-0139.

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Purpose – The purpose of this paper is to explore the extent to which traditional marketing theory and practice can be applied in small- and medium-sized enterprises (SMEs) and consider how owner-managers perceive their own role in marketing within a small business setting. Design/methodology/approach –A qualitative exploratory approach using semi-structured in-depth interviews amongst owner-managers of SMEs in the UK. Findings – SME marketing is effective in that it embraces some relevant concepts of traditional marketing, tailors activities to match its customers and adds its own unique attribute of self-branding as bestowed by the SME owner-manager. Research limitations/implications – The study was limited to the UK and to a small sample of SMEs and as such the findings are not necessarily generalisable. Originality/value – A “4Ps” model for SME self-branding is proposed, which encompasses the attributes of personal branding, (co)production, perseverance and practice.
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Festa, Giuseppe, Maria Teresa Cuomo, Gerardino Metallo, and Antonio Festa. "The (r)evolution of wine marketing mix: From the 4Ps to the 4Es." Journal of Business Research 69, no. 5 (May 2016): 1550–55. http://dx.doi.org/10.1016/j.jbusres.2015.10.015.

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Chen, Hsiu-Ju. "What drives consumers’ mobile shopping? 4Ps or shopping preferences?" Asia Pacific Journal of Marketing and Logistics 30, no. 4 (September 10, 2018): 797–815. http://dx.doi.org/10.1108/apjml-08-2017-0167.

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PurposeMobile shopping emerges, but the marketing factors driving consumers’ mobile shopping lack clarification. Literature gaps also exist to view mobile shopping from a consumer behavior’s perspective. The purpose of this paper therefore is to empirically explore the issue based on the lifestyle perspective, 4Ps marketing theory and the information system (IS) success model.Design/methodology/approachA survey method was adopted. Data were gathered from consumers who had experience in mobile shopping. The collected data were analyzed with PLS to explore the issues.FindingsThe results showed that platform use habit, price comparison preference, shopping independence preference and promotion marketing quality were significantly associated with consumers’ use of mobile shopping apps/websites. They also showed that promotion marketing quality, price marketing quality and product marketing quality were the important marketing factors driving consumers’ user satisfaction of mobile shopping apps/websites. Finally, the results also indicated the importance of both consumers’ use and user satisfaction of mobile shopping apps/websites in arousing their continuous use intention.Research limitations/implicationsThe results of the study bridge the gap between the 4Ps marketing theory and the IS success model. They provide a direction for further studies to bridge the marketing theories and the IS theories in exploring the development of mobile commerce.Practical implicationsThe results facilitate the management of mobile shopping apps/websites in building and keeping a long-term relationship with consumers through providing good marketing qualities in the core marketing mix. The results also indicate the importance of user satisfaction in branding management and relationship management of mobile shopping apps/websites.Originality/valueThe results showed that price comparison preference and shopping independence preference were significantly associated with consumers’ use of mobile shopping apps/websites due to the convenient access empowered by mobility in shopping services. The results also suggest that with good design in 4Ps marketing qualities of mobile shopping apps/websites, including product, price and promotion, mobile shopping could be a suitable lifestyle satisfying consumers. However, the results also showed that factors driving consumers’ system use and user satisfaction of mobile shopping apps/websites were not the same. Finally, the results validated the significant impact of both system use and user satisfaction in activating consumers’ continuance intention of mobile shopping. They provided a positive link between consumers’ mobile shopping apps/websites use to their keeping the lifestyle of mobile shopping.
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Wood, Matthew. "Applying Commercial Marketing Theory to Social Marketing: A Tale of 4Ps (and a B)." Social Marketing Quarterly 14, no. 1 (February 26, 2008): 76–85. http://dx.doi.org/10.1080/15245000701856877.

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This article takes a critical view of the application of marketing theory and concepts, particularly exchange and the marketing mix, to social marketing situations. It draws upon my experience of using traditional concepts and models in the training of health professionals, in addition to the literature. Conceptually and practically there are problems in understanding and applying concepts such as exchange, value, and the 4Ps. The use of behavioral change models adds complexity to the setting and measurement of goals and it can be difficult to identify and sell the benefits of these changes in a similar way to commercial product marketing. Commercial marketing itself is changing with the growth of relationship marketing, interactive communications, and the critical impact of branding. It is argued that social marketing theory and practice needs reconsidering in the light of these developments. There are also important ethical considerations when attempting to introduce marketing concepts and language to health professionals. Following a detailed analysis of the nature of exchange in social marketing, my article considers each of the 4Ps in turn before drawing conclusions and raising questions and issues for further discussion.
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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 "Marketing 4ps"

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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 practices within wine marketing, there is a clear need to identify and classify the literature on this topic. This research applies a marketing theoretical approach using the 4Ps (product, place, price, and promotion) of the marketing mix in conjunction with a comprehensive citation-based global literature review, with the goal of assessing those factors, if any, which may impact wine tasting room profitability. Our findings highlight key differences in individual wine tasting room marketing mix strategies which emphasize the need to understand consumer tastes and preferences for the wine tasting experience. Research shows that investing in the product and promotion of the wine tasting room has a positive impact on profitability. Key profit drivers include investing in branding, tasting room staff, and aggressively pursuing word-of-mouth recommendations to enhance wine tasting room profitability.
Master of Science
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Qureshi, Muhammad Farhan Wahid. "Role of Social Marketing in Social Enterprises : The Case of Gavle." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-19036.

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Aim: The aim of the study is to investigate how social enterprises can use social marketing for image building, and changing behaviors in the society.   Methodology: A qualitative method was used, based on 10 interviews from two social enterprises in Gavle. The data was collected through face-to-face, and email interviews Results and Conclusions: The study explored that social enterprises are focused on relationship marketing and more people oriented. Major social marketing components they are using are word of mouth, networking, online presence, and awareness campaigns. Suggestions for Future Work: A quantitative study can be conducted in order to have in depth analysis from targeted audience point of view. Furthermore, research can also be conducted by asking target audience the importance of relations in social causes, and by including networks such as cooperation with other companies of social enterprises, or donors. Contribution of Thesis: This study contributes on three levels, theoretical, managerial and societal. Theoretically this study adds to the ongoing research in social marketing and social enterprises as it combines the both. Additionally this study also indicates that social marketing is focused on relational aspects of marketing. On the societal level this study shows how social marketing affects people by changing their behaviors. Managerial contribution refers to the fact that social marketing is an important tool, since many social enterprises are on the rise, so social marketing can be used in order to get more fruitful results in the social cause oriented businesses.
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Danielsson, Simon, and Jakob Flygare. "Vad utgör en framgångsrik film? : En analys av Hollywoods filmindustri." Thesis, KTH, Matematisk statistik, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-188994.

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I detta arbete undersöktes vilka de främsta framgångsfaktorerna var med avseende på biointäkter för en amerikansk film i produktions- och distributionsfasen. Analysen av produktionsfasen baserades på filmer mellan åren 2010-2014 och bestod dels av en övergripande regressionsanalys över alla filmer och dels en genrespecifik regressionsanalys. Undersökningen av distributionsfasen grundade sig i 4p modellen för att visa på filmbolagens strategiska möjligheter. Resultaten visade att det fanns signifikanta faktorer som påverkar biointäkterna både positivt och negativt. Däribland var uppföljare och budget de två faktorerna som hade störst positiv påverkan på biointäkterna för majoriteten av regressionsmodellerna. Den genrespecifka analysen visade även på skillnader för vilka faktorer som bidrar till att öka biointäkterna för de olika genrerna.
This work examined the main drivers behind box office success for American movies in the production- and distribution phase. The data sample consisted of movies released between 2010 and 2014. An overall regression analysis of all movies as well as a genre specific regression analysis were made. The 4ps model of marketing was used to investigate a film studio’s strategic possibilities during the distribution of a film. The results showed that it was possible to determine significant drivers behind a movie’s revenue. Budget and sequel were the two factors that had the largest positive˛ effect on revenue for the majority of the regression models. The genre specific analysis showed that the impact of each factor varied between genres.
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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 promotion. The important part is to analyze the web-marketing mix 4S, which is a one of the possible variants of marketing mix. The 4S will serve as a base process model website promotion.
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Jarilinas, Lukas. "Įmonių marketingo galimybės socialiniuose tinkluose." Bachelor's thesis, Lithuanian Academic Libraries Network (LABT), 2014. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2014~D_20140620_112411-57909.

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Darbo objektas – socialinių tinklų marketingas. Darbo tikslas – išanalizuoti socialinių tinklų marketingo atsiradimą paskatinančius veiksnius, bei atlikti įmonių susijusių su turizmu galimybių socialiniuose tinkluose įvertinimą. Darbo uždaviniai: 1. Atskleisti socialinių tinklų marketingo sampratą. 2. Atlikti socialinių tinklų marketingo galimybių analizę. 3. Išnagrinėti socialinių tinklų marketingo atsiradimą ir veikimo principus. 4. Atskleisti neišnaudotų, socialinių tinklų marketingo, galimybių priežastis įmonių susijusių su turizmu sektoriuje. Hipotezė – socialinių tinklų marketingo galimybės įmonėse turinčiose sąsajas su turizmu, išnaudojamos pilnai ir tinkamai. Atlikus literatūros socialinių tinklų marketingo galimybių literatūrinę analizę išskiriami e - marketingo privalumai, įtakos vartotojui veiksniai, atlikta priežasčių pagal vartotojus ir verslininkus analizė. Išnagrinėjus socialinių tinklų populiarumą paaiškėjo, kad teik pasaulyje, tiek Lietuvoje tarp tokių tinklų lyderiu galime laikyti „Facebook“. Atlikus neišnaudotų galimybių socialiniuose tinkluose tyrimą galima nustatyti ir padaryti tokias išvadas: įmonės neturi pakankamai žinių ir pakankami duomenų analizėms atlikti; įmonės neturi pakankamai kompetentingo personalo; neįvertinamas pilnas marketingo proceso kompleksas; neatitinka vartotojų ir verslininkų požiūriai dėl netinkamos ir neišsamios analizės; netinkamai traktuojamos ir įvertinamos tokio marketingo galimybės. Hipotezė - socialinių tinklų... [toliau žr. visą tekstą]
The object - social network marketing. The aim - to analyze the emergence of social networking marketing incentives, within the factors, and implement enterprise - related tourism opportunities in social networking assessment. The objectives: 1. Reveal social network marketing concept. 2. Perform social network marketing opportunity analysis. 3. Examine the emergence of social network marketing and how it works. 4. Uncover untapped, social network marketing, opportunity, enterprises related to tourism sector. Hypothesis - social network marketing opportunities in companies having links with tourism exploited fully and properly. The literature of social network marketing opportunities for literary analysis distinguishes e - marketing advantages of consumer influence factors , done by reason consumers and business analysis. An examination of the popularity of social networks showed that providers in the world, both in Lithuania between these networks can be considered a leader in Facebook. After untapped social networks to identify and study the following conclusions: the company does not have sufficient knowledge and sufficient data to perform analysis; companies do not have enough qualified personnel; fails to recognize the full marketing process complex; does not meet consumer and business attitudes of inadequate and incomplete analysis; properly treated and evaluated the marketing possibilities. Hypothesis - social network marketing opportunities in companies having links... [to full text]
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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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Nordlund, Nelli, and Shayan Karimi. "The 4P theory's role in a company's social media." Thesis, Uppsala universitet, Företagsekonomiska institutionen, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-396018.

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This bachelor thesis gives insight to the reader on the 4P theory’s role in a company’s social media marketing. This is a multiple case study where the authors investigated how these two companies apply 4P theory in their social media marketing. Furthermore. social media has appeared through the era of digitalization which has become a tremendous phenomenon in a company’s marketing strategies. Therefore, there is a high competition among companies in order to attract customers through their social media platforms such as Facebook, Instagram, Twitter. In this thesis it is investigated of how companies applies the 4P theory in their social media. The research question of this thesis is as follows: How does a company apply 4P in its social media platforms? In order to answer the research question of this thesis, the authors have used existing theories on digitalization, the new 4P’s and the traditional 4P’s as well as empirical data in the form of semi structured interviews. The results showed that the 4P theory has an enormous role in these companies’ marketing in social media.
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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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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 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 modelo foi desenvolvido um instrumento de pesquisa para analisar esse comércio eletrônico sob a ótica do Modelo 4S. O estudo de caso revelou que a instituição financeira refletiu sobre os principais aspectos estratégicos e operacionais do marketing na Internet (escopo, site, sinergia e sistema). Como principais resultados deste estudo pode-se destacar que escopo desse comércio eletrônico, ou seja, a estratégia e objetivos, é voltado para o estabelecimento da presença internacional da instituição financeira. O site ou interface com o cliente enfoca o oferecimento de serviços on-line como remessas de valores e abertura de contas na Internet. A sinergia foi conquistada por meio da integração dos processos físicos da organização e com a criação de parceiros. Quanto ao sistema, isto é, tecnologia, requisitos técnicos e administração do site, a principal decisão foi a de não terceirizar.
The electronic commerce has expanded its area of application in industries as banking services and it has especially generated new business opportunities and made possible the presence of companies in new markets. This phenomenon motivated the necessity of development and adaptation of tools to analyze this new reality. With the intention to make a critical analysis of the Web Marketing Mix (Model 4S), an exploratory case study was fulfilled in a Brazilian financial institution which has an electronic commerce site. And to provide the application of this mode it was developed a research instrument. The case study has disclosed that the financial institution reflected on the main strategical and operational aspects of Internet marketing (scope, site, synergy and system). As main results of this study can be detached that the scope of this electronic commerce, is come back toward the establishment of the international presence of the financial institution; the site or interface with the customer focuses on-line banking services; the synergy was acquired by the integration of the physical process of the organization and with the creation of partners; and about system, or either, technology, technical requirements and site administration, the main decision was to make, not buy.
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Books on the topic "Marketing 4ps"

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Total relationship marketing: Marketing strategy moving from the 4Ps-- product, price, promotion, place-- of traditional marketing management to the 30Rs-- the thirty relationships-- of a new marketing paradigm. 2nd ed. Oxford: Butterworth-Heinemann, 2002.

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Total relationship marketing: Marketing strategy moving from the 4Ps - product, price, promotion, place - og a traditional marketing management to the 30 Rs - the 30 relationships - of a new marketing paradigm incorporating service-dominant logic, B2C, B2B, C2C, CRM, many-to-many marketing, and the value-creating network society. 3rd ed. Oxford: Butterworth-Heinemann, 2008.

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

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Albanese, Isabelle. The 4Cs of truth in communications: How to identify, discuss, evaluate and present stand-out, effective communication. Ithaca, NY: Paramount Market Publishing, Inc., 2007.

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Albanese, Isabelle. The 4Cs of truth in communications: How to identify, discuss, evaluate and present stand-out, effective communication. Ithaca, NY: Paramount Market Publishing, Inc., 2007.

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Total Relationship Marketing: From the 4PS - Product, Price, Promotion, Place - Of Traditional Marketing Management to the 30Rs - The Thirty Relationships ... Marketing P (CIM Professional Development). Butterworth-Heinemann, 1999.

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Chang, Chia-Wei. A comparison of marketing strategy (4Ps) used by direct mail order retailing companies operated in UK specialising in women's clothing. 1997.

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The 4Cs of Truth in Communication. Paramount Market Publishing, 2007.

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Book chapters on the topic "Marketing 4ps"

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Hua, Hongbing. "4S Mobile Marketing Theory." In Mobile Marketing Management, 27–36. New York, NY : Routledge, 2019. |: Productivity Press, 2019. http://dx.doi.org/10.4324/9780429030871-2.

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Yilmazer, Mine, and Meltem Onay. "Dynamics of Sustainable Entrepreneurship: A Proposed 4S Model." In Ethics, Social Responsibility and Sustainability in Marketing, 237–61. Singapore: Springer Singapore, 2019. http://dx.doi.org/10.1007/978-981-13-7924-6_13.

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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, 445–46. Cham: Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-99181-8_147.

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Krishnan, Vijaykumar, Robert Peterson, and Mark D. Groza. "The Effect of Sales People, Processes, and Provisions on Performance: The 4P-Sales Management Model." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 12. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10951-0_6.

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Fill, Chris, and Scot McKee. "Relationship Marketing." In Business Marketing: The Theory and Practice of B2B. Goodfellow Publishers, 2011. http://dx.doi.org/10.23912/978-1-906884-54-3-1736.

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The relationship marketing approach is presented here as a contemporary basis upon which to consider business marketing. It is regarded as a successor to the 4Ps approach, which is considered by many to be irrelevant and outdated. The development of collaborative and mutually rewarding relationships between buyers and sellers is considered to be fundamentally more appealing and an intuitively appropriate interpretation of business-to-business marketing. This view also sees the development of partnerships with other organisations as more suitable than former adversarial ideas based on competition and where the sole focus is on customers. Organisations are shown to have a portfolio of relationships with a range of stakeholders, most notably suppliers, employees, customers and shareholders. This chapter considers the nature, development and characteristics of interorganisational relationships and examines the potential of technology to enhance relationships with customers and suppliers based on trust and commitment.
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Akçay, Deniz. "The Role of Social Media in Shaping Marketing Strategies in the Airline Industry." In Social Media Marketing, 1298–317. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-5637-4.ch060.

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Tourism is one of the leading sectors based on other people's views and comments found on the Internet. Prior to deciding where they would like to go, individuals obtain information about the travel agencies they will use, the hotels they will stay at and the regions they would like to visit, plus the views and experiences of others in terms of these issues, which are largely shared via social media environments. Accordingly, it has become a necessity for establishments to follow the main social media platforms, such as Facebook, Twitter, Instagram and so on, and develop their goods and services in line with the comments shared on these platforms. In this study, how national and international airline companies implement the 4Ps of marketing (product, price, place, promotion) in social media environments is investigated through examples and analysed through data obtained via interviews.
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Shams, S. M. Riad. "Modernism to Postmodernism." In Marketing and Consumer Behavior, 154–66. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-7357-1.ch008.

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Underlying the 4Ps marketing principle, and with the transdisciplinary input, Relationship Marketing (RM) has evolved as a fundamental concept to respond to the postmodern marketing management issues. A literature review has been conducted to recognize the rationality of the evolvement of RM and how RM responds to the postmodern marketing management issues to meet and exceed contemporary market needs. The findings reveal that RM utilizes the transdisciplinary mode-2 knowledge production (value proposition) approach, based on the value perception of the postmodern market to cope up with the contemporary and latent market trends, which should be substantiated by market competitiveness, cost effectiveness and social (including all associated stakeholders) acceptability. Such a transdisciplinary mode-2 value proposition of RM and its contribution to the postmodern marketing management appears as coherent across markets and industries.
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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, 806–23. 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 have to be made in order to establish an emotional connection with the consumers. Research shows that today's consumers are more experience-oriented and hence, a positive experience motivates the customer towards repeat purchase and ultimately brand loyalty. The marketing mix should then be geared to provide a great product/service/brand experience to its consumers.
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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, 107–24. 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 have to be made in order to establish an emotional connection with the consumers. Research shows that today's consumers are more experience-oriented and hence, a positive experience motivates the customer towards repeat purchase and ultimately brand loyalty. The marketing mix should then be geared to provide a great product/service/brand experience to its consumers.
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10

Akçay, Deniz. "The Role of Social Media in Shaping Marketing Strategies in the Airline Industry." In Analyzing the Strategic Role of Social Networking in Firm Growth and Productivity, 214–33. IGI Global, 2017. http://dx.doi.org/10.4018/978-1-5225-0559-4.ch012.

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Tourism is one of the leading sectors based on other people's views and comments found on the Internet. Prior to deciding where they would like to go, individuals obtain information about the travel agencies they will use, the hotels they will stay at and the regions they would like to visit, plus the views and experiences of others in terms of these issues, which are largely shared via social media environments. Accordingly, it has become a necessity for establishments to follow the main social media platforms, such as Facebook, Twitter, Instagram and so on, and develop their goods and services in line with the comments shared on these platforms. In this study, how national and international airline companies implement the 4Ps of marketing (product, price, place, promotion) in social media environments is investigated through examples and analysed through data obtained via interviews.
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Conference papers on the topic "Marketing 4ps"

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Abrar, Muhammad, Tian Zhilong, Muhammad Nabeel Talib, and Wang Rui. "E-Marketing of Organic Textile and 4Ps: Social Applications." In 2009 International Conference on E-Business and Information System Security (EBISS). IEEE, 2009. http://dx.doi.org/10.1109/ebiss.2009.5137973.

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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). Paris, France: Atlantis Press, 2015. http://dx.doi.org/10.2991/etmhs-15.2015.28.

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Huang, Liangfang, and Lingling Wang. "Research on the Application of 4Ps Marketing Theory Based on Chinese Consuming Conceptions." In 2012 International Conference on Business Computing and Global Informatization (BCGIN). IEEE, 2012. http://dx.doi.org/10.1109/bcgin.2012.49.

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Liangfang Huang and Lingling Wang. "Notice of Retraction: Research on the application of 4Ps marketing theory based on Chinese Consumer Psychology." In Business Management and Electronic Information. 2011 International Conference on Business Management and Electronic Information (BMEI 2011). IEEE, 2011. http://dx.doi.org/10.1109/icbmei.2011.5916956.

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Yusiana, Rennyta, Arry Widodo, and Agus Maolana Hidayat. "Green Marketing: Perspective of 4P’s." In First ASEAN Business, Environment, and Technology Symposium (ABEATS 2019). Paris, France: Atlantis Press, 2020. http://dx.doi.org/10.2991/aebmr.k.200514.024.

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"Crossover Marketig Strategy Based on the Marketing Theory of 4Is — A Case Study of Nongfu Spring’s Forbidden City Bottle." In 2020 International Conference on Social Sciences and Social Phenomena. Scholar Publishing Group, 2020. http://dx.doi.org/10.38007/proceedings.0001053.

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Zhu, Zhenghao, Matthew Tingchi Liu, Huiqin Huang, and Han Zhang. "Web Gambling with the 4Cs Marketing Framework: Macau's Perspective." In 2009 International Conference on Networking and Digital Society (ICNDS). IEEE, 2009. http://dx.doi.org/10.1109/icnds.2009.116.

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Xu, Weiqi, and Yu He. "Study on Lululemon's Marketing Localization Strategy in China Based on the Marketing Theory of 4Cs." In ICMECG 2020: 2020 International Conference on Management of e-Commerce and e-Government. New York, NY, USA: ACM, 2020. http://dx.doi.org/10.1145/3409891.3409911.

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Kadir, Abd Rahman, Najmi Kamariah, and Nina Fapari Arif. "Innovation of Digital Start Up Business Model with 4As Marketing Approach and its Application in Small and Medium-Sized Enterprises in South Sulawesi." In Proceedings of the 3rd International Conference on Accounting, Management and Economics 2018 (ICAME 2018). Paris, France: Atlantis Press, 2019. http://dx.doi.org/10.2991/icame-18.2019.58.

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