The 4Ps Marketing Strategy as a Driver of Dynamic Capabilities: Path to Consumer/Voter Satisfaction

Antoniades Nicos () and Buoye Alexander
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Antoniades Nicos: Department of Marketing, 4131 St John’s University , New York, NY, USA
Buoye Alexander: Department of Marketing, 4131 St John’s University , New York, NY, USA

Review of Marketing Science, 2024, vol. 22, issue 1, 117-132

Abstract: Despite the importance of the 4Ps of Marketing in an organization’s growth strategy, limited research was found to examine the 4Ps’ impact on a politician’s capabilities and consumer/voter satisfaction. On the contrary, much attention has been given to the resource-based view tool (RBV); a tool that utilizes a firm’s valuable resources and dynamic capabilities to strengthen performance and achieve customer satisfaction. Via an online questionnaire, this research collected data from U.S. elected politicians. Using principal components regression, the researchers aim to apply specific dynamic capabilities in politics via the 4Ps Marketing Strategy. Important implications are drawn from this study, and suggestions for future studies are provided.

Keywords: innovation; adaptation; learning; the 4Ps of marketing; consumer/voter satisfaction (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1515/roms-2023-0125

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