The Marketing Mix: Time for Reconceptualization

Abstract

Marketing is viewed by AMA's new definition as being the management of the marketing mix. However, the presently popular paradigm of the mix (the Four Ps) may not be adequate to describe the breadth of marketing applications in the 1990s and beyond. This article proposes, as an alternative, that some terms already used independently be grouped and offered as a new marketing mix conceptualization termed “the Four Cs” (concept, channels, costs, and communication). © 1989, Sage Publications. All rights reserved.