Reassessing the Marketing Mix: Transitioning Towards a Customer-Centric Framework

Munyaradzi Mhaka
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Munyaradzi Mhaka: Business Management Department, Lupane State University, Zimbabwe

International Journal of Research and Scientific Innovation, 2025, vol. 12, issue 7, 368-376

Abstract: This paper examines the transition from the traditional marketing mix framework, commonly referred to as the 4Ps, to a customer-centric approach in contemporary marketing. While the 4Ps have historically guided marketing strategies, they increasingly fall short in addressing modern consumer behaviour and the complexities of digital dynamics. This critique advocates for a customer-centric framework that emphasizes understanding consumer needs, leveraging advanced technologies for hyper-personalization, and fostering a culture of ethical data practices. Synthesizing empirical studies and case analyses, this critique pronounces the imperative for organizations to adopt customer-centric strategies to achieve sustainable growth in a competitive landscape. It further highlights significant implications for both marketing theory and practice, suggesting a necessary evolution in how marketers conceptualize and implement their strategies.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:bjc:journl:v:12:y:2025:i:67:p:368-376

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