RETHINKING MARKETING PRACTICES IN AN EMERGING MARKET CONTEXT: AN EMPIRICAL EVALUATION OF COMPETING CONCEPTUAL FRAMEWORKS IN GHANA

摘要

Recent literature on marketing in emerging markets (EMs) has focused on the development of theoretical and conceptual frameworks for understanding the impact of contextual factors on marketing activities. One such construct that has received renewed attention is the 4Ps marketing mix framework. However, a number of limitations have been observed in the 4Ps framework, including: oversimplification of the marketing tasks; overlap between some of the mix elements, namely, price and promotion; the static nature of the framework; the transactional nature of the framework, and the lack of consideration of relationship and long-term relational exchanges.