The First Ps and Related Theories
When the fathers of the marketing mix have developed the first four Ps did not really know that actually this paradigms would have such a great influence on the 21st century businesses.
In time, these splendid marketing strategies maintained their top positions in assuring the success of different businesses. Even more, they have born descendents that are whether new theories or variations of those four basic Ps, being developed due to time and business environmental changes.
This way, today we have a more complex marketing theory that comes along with new concepts and marketing relationships, being prepared to meet the modern, digital economy.
The Impact of the Marketing Mix
The impact the marketing mix has on the modern economy, with all its implications, is definitely a great subject debated by managerial practice and academic papers. Everyone agrees that those initial four Ps are actually the milestone of this field.
However, from that spot, the marketing shows so many variations that the specialists can easily create new and different marketing mix evolutions due to various business contexts.
It is a good thing that they can easily return to the basic theory, which gives them the right support for even greater differentiations of this mix.
Marketing Mix Evolution Divides Researchers
Even though none intended a division of the marketing research field, today we are able to find two separated categories. The first one is known as “conservatives” who sacredly sustains the paradigm of the four Ps.
They believe that this theory is actually able to adapt to any needs of the modern economy, including the digital demands. They sustain that this can be easily done by adding new elements to each P, related to the needs of a specific business environment. At the opposite pole, we find the “revisionists”, who come with brand new theory.
The Role of “Revisionists” Over the Marketing Mix
Of course, the role of so named “revisionists” is a very important one especially that they are able to create new paradigms that turn the traditional four Ps into some obsolete marketing elements.
So far, the “conservatives” and “revisionists” approaches are not really clear especially with the regard to their applicability on the marketing mix and practical management.
However, the “revisionists” are the ones who created the new concept of the marketing mix, which specifically relates to the e-marketing, showing the specific applicability of its elements for the modern digital business context.
Returning to Main Marketing Objectives
Whether we talk about new or old marketing elements, we can always return to the basic principles of marketing. Of course, sometimes it really matters which theories we implement and the way we do it. However, if we keep an eye on the main marketing objectives, we definitely cannot fail.
This way, the most important thing that represents the basic of marketing and the final scope of any business activity is to satisfy the present and future needs of consumers through superior products and services. If you succeed to apply the marketing mix theories in order to comply with this main requirement, everything else almost comes by itself.
