Demystifying McCarthy’s 4 P’s of the Marketing Mix: To Be or Not to Be

Grace O. Beke

European Journal of Business and Management Research, 2018, vol. 3, issue 4, 1-3

Abstract: Jerome McCarthy's 4 P’s theory is being appraised in this research paper from a chronological and logical standpoint. McCarthy's theory has been extensively utilized as an instructional device by marketing experts and scholars since its debut in 1960 but despite its advantages, it academic critics have constantly criticized it. The 4 P’s paradigm criticisms are reviewed and resolved that it has demonstrated that the theory is strong to be implemented in present day marketing applications. This is to say that McCarthy theory/model is immemorial. Its validity still stands despite being designed decades ago.

Keywords: Marketing Mix; Place; Price; Product; Promotion (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:epw:ejbmr0:v:3:y:2018:i:4:id:50014

DOI: 10.24018/ejbmr.2018.3.4.14

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