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From 4P's to 4 E's – How to Avoid the Risk of Unbalancing the Marketing Mix in Today Hotel Businesses

Gheorghe Epuran (), Ioana Simona Ivasciuc () and Adrian Micu ()
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Ioana Simona Ivasciuc: Transilvania University of Brasov, Romania
Adrian Micu: Dunarea de Jos University of Galati, Romania

Economics and Applied Informatics, 2015, issue 2, 77-85

Abstract: No-one would doubt that hotel business owners are operating in dynamic and challenging times. The frameworks strategic marketers once used are also evolving embracing some of the changes in today’s technology and environment. Recently, Chairman and CEO of Ogilvy One Worldwide, Brian Fetherstonhaugh, advocated the replacement of the traditional marketing mix – known as the “4 P’s” with a modern day version – the “4 E’s”. Acknowledging these changes, the new mix elements should be integrated into marketing plans for more comprehensive and appropriate strategy development which can contribute to diminish the risks in hotels contemporary economy. Some innovative travel programs will be presented to better illustrate this issue.

Keywords: Marketing mix; 4 E’s; Hotel business; Travel programmes (search for similar items in EconPapers)
Date: 2015
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Handle: RePEc:ddj:fseeai:y:2015:i:2:p:77-85