Demystifying McCarthy’s 4 P’s of the Marketing Mix: To Be or Not to Be
Abstract Views
7183
Downloads
5664
Citations
Share
##plugins.themes.bootstrap3.article.sidebar##
Submitted Oct 9, 2018
Published Oct 9, 2018
Published Oct 9, 2018
Abstract viewed = 7183 times
##plugins.themes.bootstrap3.article.main##
Jerome McCarthy's 4 P’s theory is being appraised in this research paper from a chronological and logical standpoint. McCarthy's theory has been extensively utilized as an instructional device by marketing experts and scholars since its debut in 1960 but despite its advantages, it academic critics have constantly criticized it. The 4 P’s paradigm criticisms are reviewed and resolved that it has demonstrated that the theory is strong to be implemented in present day marketing applications. This is to say that McCarthy theory/model is immemorial. Its validity still stands despite being designed decades ago.
Downloads
Download data is not yet available.
References
[1] Borden, N.H., The concept of the marketing mix. Journal of advertising research, 1964. 4(2): p. 2-7.
[2] Lazer, W. and E.J. Kelley, Managerial Marketing: Perspectives and Viewpoints. 1962: Richard D. Irwin.
[3] McCarthy, E.J., Basic marketing: a managerial approach. Homewood, IL: Richard D. Irwin. Inc., 1979McCarthyBasic Marketing: A Managerial Approach1979, 1960.
[4] Chong, K.W., The Role of Pricing in Relationship Marketing a Study of the Singapore Heavy Equipment Spare Parts Industry. 2003.
[5] McCarthy, E.J. and W.D. Perreault Jr, Basic Marketing, Richard D. Irwin, Homewood, IL, 1964.
[6] Bennett, A.R., The five Vs-a buyer's perspective of the marketing mix. Marketing Intelligence & Planning, 1997. 15(3): p. 151-156.
[7] Palmer, A., Introduction to marketing: theory and practice. 2012: Oxford University Press.
[8] Grönroos, C., From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management decision, 1994. 32(2): p. 4-20.
[9] Van Waterschoot, W. and C. Van den Bulte, The 4P classification of the marketing mix revisited. The Journal of Marketing, 1992: p. 83-93.
[10] Kent, R.A., Faith in four Ps: an alternative. Journal of Marketing Management, 1986. 2(2): p. 145-154.
[11] Möller, K., The Marketing Mix Revisited: Towards the 21st Century Marketing by E. Constantinides. 2006.
[12] Magrath, A.J., When marketing services, 4 Ps are not enough. Business Horizons, 1986. 29(3): p. 44-50.
[13] Kotler, P., Megamarketing. Harvard Business Review, 1986. 64(2): p. 117-124.
[14] Johnson, A.A., Adding more Ps to the pod or–12 essential elements of marketing. Marketing News, 1986. 20(2).
[15] Traynor, K., Research deserves status as marketing’s fifth P. Marketing News, 1985. 19(7): p. 12.
[16] Ries, A. and J. Trout, The positioning era cometh. Advertising Age, 1972. 24: p. 35-38.
[17] Brown, R., Making the product portfolio a basis for action. Long range planning, 1991. 24(1): p. 102-110.
[18] Mason, W.R., A theory of packaging in the marketing mix. Business Horizons, 1958. 1(3): p. 91-95.
[19] Shostack, G.L., Breaking free from product marketing. The Journal of Marketing, 1977: p. 73-80.
[20] LePine, J.A. and A. Wilcox-King, Developing novel theoretical insight from reviews of existing theory and research. Academy of Management Review, 2010. 35(4): p. 506-509.
[21] Dyer, G.W.J. and A.L. Wilkins, Better stories, not better constructs, to generate better theory: A rejoinder to Eisenhardt. Academy of Management Review, 1991. 16(3): p. 613-619.
[22] Constantinides, E., The 4S web-marketing mix model. Electronic commerce research and applications, 2002. 1(1): p. 57-76.
[23] Goi, C.L., A review of marketing mix: 4Ps or more? International Journal of Marketing Studies, 2009. 1(1): p. 2.
[24] Wang, K., Y. Wang, and J. Yao, A comparative study on marketing mix models for digital products, in Internet and Network Economics. 2005, Springer. p. 660-669.
[25] Rafiq, M. and P.K. Ahmed, Using the 7Ps as a generic marketing mix: an exploratory survey of UK and European marketing academics. Marketing Intelligence & Planning, 1995. 13(9): p. 4-15.
[26] Booms, B.H. and M.J. Bitner, Marketing strategies and organization structures for service firms. Marketing of services, 1981. 25(3): p. 47-52.
[27] Kellerman, B.J., P.J. Gordon, and F. Hekmat, Product and pricing courses are underrepresented in undergraduate marketing curricula. Journal of Product & Brand Management, 1995. 4(1): p. 18-25.
[28] Jackson, D.W., R.K. Burdick, and J.E. Keith, Purchasing agents' perceived importance of marketing mix components in different industrial purchase situations. Journal of Business Research, 1985. 13(4): p. 361-373.
[29] Udell, J.G., How important is pricing in competitive strategy? The Journal of Marketing, 1964: p. 44-48.
[30] Robicheaux, R.A. How Important Is Pricing in Competitive Strategy. in Southern Marketing Association 1975 Conference, Southern Marketing Association, Atlanta. 1976.
[31] Udell, J.G., The perceived importance of the elements of strategy. The Journal of Marketing, 1968: p. 34-40.
[32] LaLonde, B., Distribution logistics grows in importance for marketers, but faculty acceptance lags. Marketing News, 1977. 29(4).
[33] Perreault, W.D. and F.A. Russ, Physical distribution service in industrial purchase decisions. Journal of marketing, 1976. 40(2): p. 3-10.
[34] McDaniel, S.W. and R.T. Hise, Shaping the marketing curriculum: The CEO perspective. Journal of Marketing Education, 1984. 6(2): p. 27-32.
[35] Boone, L.E. and D.L. Kurtz, Contemporary marketing. 1992: Dryden Press.
[36] Popovic, D., Modelling the marketing of high-tech start-ups. Journal of Targeting, Measurement and Analysis for Marketing, 2006. 14(3): p. 260-276.
[37] Lauterborn, B., New marketing litany: four Ps passe: C-words take over. Advertising age, 1990. 61(41): p. 26.
[2] Lazer, W. and E.J. Kelley, Managerial Marketing: Perspectives and Viewpoints. 1962: Richard D. Irwin.
[3] McCarthy, E.J., Basic marketing: a managerial approach. Homewood, IL: Richard D. Irwin. Inc., 1979McCarthyBasic Marketing: A Managerial Approach1979, 1960.
[4] Chong, K.W., The Role of Pricing in Relationship Marketing a Study of the Singapore Heavy Equipment Spare Parts Industry. 2003.
[5] McCarthy, E.J. and W.D. Perreault Jr, Basic Marketing, Richard D. Irwin, Homewood, IL, 1964.
[6] Bennett, A.R., The five Vs-a buyer's perspective of the marketing mix. Marketing Intelligence & Planning, 1997. 15(3): p. 151-156.
[7] Palmer, A., Introduction to marketing: theory and practice. 2012: Oxford University Press.
[8] Grönroos, C., From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management decision, 1994. 32(2): p. 4-20.
[9] Van Waterschoot, W. and C. Van den Bulte, The 4P classification of the marketing mix revisited. The Journal of Marketing, 1992: p. 83-93.
[10] Kent, R.A., Faith in four Ps: an alternative. Journal of Marketing Management, 1986. 2(2): p. 145-154.
[11] Möller, K., The Marketing Mix Revisited: Towards the 21st Century Marketing by E. Constantinides. 2006.
[12] Magrath, A.J., When marketing services, 4 Ps are not enough. Business Horizons, 1986. 29(3): p. 44-50.
[13] Kotler, P., Megamarketing. Harvard Business Review, 1986. 64(2): p. 117-124.
[14] Johnson, A.A., Adding more Ps to the pod or–12 essential elements of marketing. Marketing News, 1986. 20(2).
[15] Traynor, K., Research deserves status as marketing’s fifth P. Marketing News, 1985. 19(7): p. 12.
[16] Ries, A. and J. Trout, The positioning era cometh. Advertising Age, 1972. 24: p. 35-38.
[17] Brown, R., Making the product portfolio a basis for action. Long range planning, 1991. 24(1): p. 102-110.
[18] Mason, W.R., A theory of packaging in the marketing mix. Business Horizons, 1958. 1(3): p. 91-95.
[19] Shostack, G.L., Breaking free from product marketing. The Journal of Marketing, 1977: p. 73-80.
[20] LePine, J.A. and A. Wilcox-King, Developing novel theoretical insight from reviews of existing theory and research. Academy of Management Review, 2010. 35(4): p. 506-509.
[21] Dyer, G.W.J. and A.L. Wilkins, Better stories, not better constructs, to generate better theory: A rejoinder to Eisenhardt. Academy of Management Review, 1991. 16(3): p. 613-619.
[22] Constantinides, E., The 4S web-marketing mix model. Electronic commerce research and applications, 2002. 1(1): p. 57-76.
[23] Goi, C.L., A review of marketing mix: 4Ps or more? International Journal of Marketing Studies, 2009. 1(1): p. 2.
[24] Wang, K., Y. Wang, and J. Yao, A comparative study on marketing mix models for digital products, in Internet and Network Economics. 2005, Springer. p. 660-669.
[25] Rafiq, M. and P.K. Ahmed, Using the 7Ps as a generic marketing mix: an exploratory survey of UK and European marketing academics. Marketing Intelligence & Planning, 1995. 13(9): p. 4-15.
[26] Booms, B.H. and M.J. Bitner, Marketing strategies and organization structures for service firms. Marketing of services, 1981. 25(3): p. 47-52.
[27] Kellerman, B.J., P.J. Gordon, and F. Hekmat, Product and pricing courses are underrepresented in undergraduate marketing curricula. Journal of Product & Brand Management, 1995. 4(1): p. 18-25.
[28] Jackson, D.W., R.K. Burdick, and J.E. Keith, Purchasing agents' perceived importance of marketing mix components in different industrial purchase situations. Journal of Business Research, 1985. 13(4): p. 361-373.
[29] Udell, J.G., How important is pricing in competitive strategy? The Journal of Marketing, 1964: p. 44-48.
[30] Robicheaux, R.A. How Important Is Pricing in Competitive Strategy. in Southern Marketing Association 1975 Conference, Southern Marketing Association, Atlanta. 1976.
[31] Udell, J.G., The perceived importance of the elements of strategy. The Journal of Marketing, 1968: p. 34-40.
[32] LaLonde, B., Distribution logistics grows in importance for marketers, but faculty acceptance lags. Marketing News, 1977. 29(4).
[33] Perreault, W.D. and F.A. Russ, Physical distribution service in industrial purchase decisions. Journal of marketing, 1976. 40(2): p. 3-10.
[34] McDaniel, S.W. and R.T. Hise, Shaping the marketing curriculum: The CEO perspective. Journal of Marketing Education, 1984. 6(2): p. 27-32.
[35] Boone, L.E. and D.L. Kurtz, Contemporary marketing. 1992: Dryden Press.
[36] Popovic, D., Modelling the marketing of high-tech start-ups. Journal of Targeting, Measurement and Analysis for Marketing, 2006. 14(3): p. 260-276.
[37] Lauterborn, B., New marketing litany: four Ps passe: C-words take over. Advertising age, 1990. 61(41): p. 26.
