The „7Ps”&”1G” that rule in the digital world the marketing mix

Pistol Luminita and Ţoniş Bucea-Manea Rocsana ()
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Pistol Luminita: Spiru Haret University, Bucharest, Romania
Ţoniş Bucea-Manea Rocsana: Spiru Haret University, Politehnica University, Bucharest, Romania
Authors registered in the RePEc Author Service: Rocsana Bucea-Manea-Tonis

Proceedings of the International Conference on Business Excellence, 2017, vol. 11, issue 1, 759-769

Abstract: Recently, digital marketing mix is developing very interesting new features, because of the market dynamics, IT fast development, and globalization phenomena. The old paradigm still base on 4Ps model (product, price, promotion, and place). This research develops a theoretical framework specifically for marketing mix. Starting from a literature review regarding the 4 Ps in marketing and studying the new generation (Z) features, it can be drawn new directions on digital marketing mix, such us people, process, perseverance (other 3P). In the same time the environmental changes urge us to develop and implement new strategies in marketing as to get sustainable eco-innovation. Thus the green marketing (1G) is an important factor in the marketing mix, in raising the awareness on new politics and good practices for protecting the environment. The article brings a new paradigm for marketing mix: 7P+1G, and validate the model by unit root test. A forecast, regarding green marketing, is made with the What-If analysis.

Keywords: marketing mix; 7P (product; price; promotion; place; people; process; perseverance) +1G (green marketing); cloud computing (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:poicbe:v:11:y:2017:i:1:p:759-769:n:80

DOI: 10.1515/picbe-2017-0080

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