The marketing mix paradigm, in its famous version of the 4 Ps, went all the way through the evolution of marketing\udtheory being object of discussion both in academic literature and managerial practice. Though it’s a fact that the 4 Ps\udmarketing mix is a milestone of marketing theory, it is also true that the evolution of business contexts has created the\udneed to review the “controllable factors” which form the marketing mix. The digital business represents the more recent\udof the business contexts and the one with the greater need for a differentiation of the mix. Throughout this evolutionary\udprocess, researchers have always been divided between the “conservatives”, who think the 4 Ps paradigm is able to\udadapt to the environmental changes by including new elements inside each “P”, and the “revisionists”, who affirm that\udthe 4 Ps paradigm is obsolete and propose new paradigms. This paper aims to clarify these two different approaches to\udmarketing mix evolution through a review of the main literature regarding e-marketing mix, focusing on the\uddevelopment of marketing mix theory for the digital context.
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