Research Article Open Access

Marketing Mix: A Review of 'P'

Abstract

There has been a lot of debate in identifying the list of marketing mix elements. The traditional marketing mix by McCarthy (1964) has regrouped Bordens (1965) 12 elements and has comprised to four elements of product, price, promotion and place. A number of researchers have additionally suggested adding people, process and physical evidence decisions (Booms and Bitner, 1981; Fifield and Gilligan, 1996). The other suggested Ps are personnel, physical assets and procedures (Lovelock, 1996; Goldsmith, 1999); personalisation (Goldsmith, 1999); publications (Melewar and Saunders, 2000); partnerships (Reppel, 2003); premium price, preference of company or product, portion of overall customer budget and permanence of overall relationship longevity (Arussy, 2005); and 2P+2C+3S formula (Otlacan, 2005), therefore personalisation, privacy, customer Service, community, site, security and sales promotion.

Chai Lee GOI

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